Building Consumer Trust in Cosmetic Advertisements: The Effect of Model Ethnicity and Brand Origin

Cosmetic brands typically seek growth opportunities and advertising in the international market. The objectives of this study are to test the differences in consumers’ trust responses based on advertising factors, the moderating role of ad appeal in this relationship, and the subsequent impact on consumers’ purchase behavior. Results show that Asian models are considered more trustworthy than Caucasian models in cosmetic advertisements; however, a US brand is considered more trustworthy when compared with an Asian brand. The impact of model ethnicity and brand origin on advertising trust differs based on levels of ad appeal.