Ryan Reynolds and Dwayne Johnson Case Study - Business Assignment Help

Assignment Task :

Physical Appearance

Participants both agreed that both Ryan Reynolds and Dwayne Johnson were attractive, with descriptors for Ryan Reynolds including; “sexy”, “hot”, “Attractive”, “beefcake” etc. However, more participants concentrated on the physical size of Dwayne Johnson, with descriptors including; “Strong”, “Muscles”, “Big”, “Massive”. This would indicate that Dwayne Johnson receives more comments on his physical appearance that revolve around his physical size then his overall attractiveness. 

SPSS Data

1. To determine if consumer attitudes towards Ryan Reynolds are negative or positive (significantly different to a mean rating of 4 on a seven point scale). 

2. To determine if consumer attitudes towards Dwayne Johnson are negative or positive (significantly different to a mean rating of 4 on a seven point scale).

3. To compare consumer familiarity of Ryan Reynolds against familiarity of Dwayne Johnson. 

4. To compare consumer perceptions of celebrity to product fit between Ryan Reynolds and Dwayne Johnson. 

5. To determine the relationship between consumers perceptions of celebrity to product fit and purchase intention. 

6. To compare the importance of having an attractive endorser against having an endorser that fits with the product. 

7. To determine the relationship between age (age groups 18-35 and 36+ years) and celebrity preference. 

8. To compare attitudes towards Ryan Reynolds between light, medium, and heavy protein users. 

9. To compare attitudes towards Dwayne Johnson between light, medium, and heavy protein users.

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