Why do we pay for Advertising Models?

In this study, we inspected effects of PSA and commercial advertisement upon consumers' social values and emotional values. Especially, we includes source credibility on advertising model as mediating variable to compare path difference between social value and emotional value of consumers and to test appropriateness of advertising expenses. As a result of the study, there are at least three important managerial or theoretical implications from this study: First, the advertising model types varied depending upon advertising types, for instance, PSA and commercial advertising. Therefore, celebrities and CEO who made appearance at commercial advertising should have no ethical and moral defect by self-control, and marketers should elect the model considering such a fact. Second, only credibility of advertising model about the source credibility oft the advertising mode had significant difference. Lastly, path of PSA model differed from that of commercial advertising model. Therefore, The marketers shall select advertising models in accordance with advertising characteristics to get successful advertising effects from consumers, and inspect that concept of the models meets that of products and/or services. Limitations of common practical study have not been mentioned herein.