實務上，許多廣告都是採用暗示性的手法來刺激消費者對於代言人代言產品的喜好度以及廣告態度，只有少部分的廣告會運用到相似性的標語，直接刺激消費者的廣告態度和產品態度。過去研究著重於代言人和產品之間的配適性關係所帶來的廣告效益。因為這個現象，本研究作者嘗試去探討當消費者看到廣告相似性標語時，會如何影響她們對於代言人代言產品的品牌態度以及購買意願。
本研究透過三個實驗來分別探討相似性標語的影響力。實驗一驗證相似性標語的確會產生同化傾向；實驗二發現當消費者看到相似性的廣告標語，以及吸引力代言人代言高相關的產品時，和消費者沒有看到相似性的廣告標語相比，可以產生較高的購買意願;實驗三的結果則顯示當代言人代言高品質的產品時，消費者看到相似性的廣告標語可以產生較高的品牌態度。

In practice, many advertisements adopt implicit tactics to stimulate the consumers favorably toward the product; however, there are few advertisements using similar headlines to stimulate consumers’ attitude directly. In the past, researches emphasized the goodness of fit between the spokesperson and the product to bring the advertising benefit. Therefore, the author examines the relationship between similar headlines and consumers’ attitude to discover how consumers change their attitude toward the advertised brand and purchase intention.
Three studies were designed to probe into the influence of the similar headlines. In study 1, the result showed that similar headlines indeed influence an inclination of assimilation to consumers. In study 2, the result suggested that as the consumers look at the similar headlines and the high relevant product endorsed by an attractive spokesperson in the ad, they will have greater purchase intention than those who do not see the similar headlines. In study 3, the result showed that as the attractive spokesperson endorses a high quality product and there are also the similar headlines in the advertisement, this ad would improve consumers’ attitude toward the brand.

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