Abstract
While there are many studies conducted to examine the effectiveness of athletes as endorsers, there are few studies examining the effectiveness of para-athletes as endorsers. The aim of this study is to compare whether para-athletes can be as effective as able-bodied athletes as endorsers. The study recruited 44 participants who were randomly split into two groups and exposed to an advertisement featuring either an able-bodied athlete or a para-athlete. The findings show that there was no significant difference in both groups in terms of visual attention, perceptions of the advertised brand and purchase intention. This suggests that para-athletes are as effective as able-bodied athletes in endorsements. Interestingly, the results also show that participants in the para-athlete group were visually attracted to the impairment of the para-athlete, and evaluated the para-athlete higher in terms of attractiveness and credibility.
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