Abstract
This study investigates the roles of gender and race in the endorsement of an ethnic (oriental) food product. A structured analysis reveals that while gender does not seem to have a significant role to play, the race of the endorser appears to affect his/her credibility. Specifically, white endorsers were contrasted against oriental endorsers and tested on a sample of predominantly white subjects. Contrary to popular beliefs, the white endorsers had a significantly higher credibility than the oriental endorsers. Thus, the race factor appears to favor those endorsers who are of the same race as the vast majority of the receivers, thereby lending further credence to the similarity hypothesis in the source attractiveness model.
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