In their marketing efforts, companies increasingly abandon traditional celebrity endorsers in favor of social media influencers, such as vloggers and Instafamous personalities. The effectiveness of using influencer endorsements as compared to traditional celebrity endorsements is not well understood. Therefore, the present research investigated the impact of celebrity vs. influencer endorsements on advertising effectiveness (attitudes toward the advertisement and product, and purchase intention), moderated by product-endorser fit. Moreover, this research investigated two potential mediators underlying this relationship: identification (perceived similarity and wishful identification) and credibility (trustworthiness and expertise). Two experiments (N ¼ 131, N ¼ 446) investigated celebrity vs. influencer endorsers with good vs. poor fit with a beauty and a fitness product (Study 1), or a food and a fashion product (Study 2). Overall, our results showed that participants identify more with influencers than celebrities, feel more similar to influencers than celebrities, and trust influencers more than celebrities. In terms of advertising effectiveness, similarity, wishful identification, and trust mediate the relationship between type of endorser and advertising effectiveness. Productendorser did not explain the relationship between type of endorser and any of the mediating and dependent variables. In all, our results show the added value of using influencer endorsers over celebrity endorsers and the importance of similarity, identification and trust in this process.
Due to the COVID-19 outbreak in the Netherlands (March 2020) and the associated social distancing measures, families were enforced to stay at home as much as possible. Adolescents and their families may be particularly affected by this enforced proximity, as adolescents strive to become more independent. Yet, whether these measures impact emotional well-being in families with adolescents has not been examined. In this ecological momentary assessment study, we investigated if the COVID-19 pandemic affected positive and negative affect of parents and adolescents and parenting behaviors (warmth and criticism). Additionally, we examined possible explanations for the hypothesized changes in affect and parenting. To do so, we compared daily reports on affect and parenting that were gathered during two periods of 14 consecutive days, once before the COVID-19 pandemic (2018-2019) and once during the COVID-19 pandemic. Multilevel analyses showed that only parents' negative affect increased as compared to the period before the pandemic, whereas this was not the case for adolescents' negative affect, positive affect and parenting behaviors (from both the adolescent and parent perspective). In general, intolerance of uncertainty was linked to adolescents' and parents' negative affect and adolescents' positive affect. However, Intolerance of uncertainty, nor any pandemic related characteristics (i.e. living surface, income, relatives with COVID-19, hours of working at home, helping children with school and contact with COVID-19 patients at work) were linked to the increase of parents' negative affect during COVID-19. It can be concluded that on average, our sample (consisting of relatively healthy parents and adolescents) seems to deal fairly well with the circumstances. The substantial heterogeneity in the data however, also suggest that whether or not parents and adolescents experience (emotional) problems can vary from household to household. Implications for researchers, mental health care professionals and policy makers are discussed.
One striking characteristic of human social interactions is unconscious mimicry; people have a tendency to take over each other's posture, mannerisms and behaviours without awareness. Our goal is to make the case that unconscious mimicry plays an important role in human social interaction and to show that mimicry is closely related to and moderated by our connectedness to others. First we will position human unconscious mimicry in relation to types of imitation used in cognitive psychology and cognitive neuroscience. Then we will provide support for social moderation of mimicry. Characteristics of both the mimicker and the mimickee influence the degree of mimicry in a social interaction. Next, we turn to the positive social consequences of this unconscious mimicry and we will present data showing how being imitated makes people more assimilative in general. In the final section, we discuss what these findings imply for theorizing on the mechanisms of imitation and point out several issues that need to be resolved before a start can be made to integrate this field in the broader context of research on imitation.
Across six field and lab experiments, we found that impaired self-control fosters compliance with charitable requests. Experiments 1 and 2 showed that self-regulatory resource depletion was induced when participants yielded to the initial requests of a foot-in-the-door script aimed at procuring volunteer behavior. Experiment 3 demonstrated that self-regulatory resource depletion mediated the effects of yielding to the initial requests of a foot-in-the-door technique on compliance with a charitable target request. Experiments 4-6 demonstrated that weak temporary and chronic self-control ability fostered compliance through reliance on compliance-promoting heuristics (i.e., reciprocity, liking, and consistency).C ompliance with charitable requests has fascinated scholars for over 40 years. What makes consumers sign a petition, donate money, or volunteer to invest time and effort supporting a cause on behalf of a nonprofit organization that they may have never heard of before? Previous research asking this question has examined such factors as the type of motivations related to endorsing a charity (e.g., Clary et al. 1994;Stukas, Snyder, and Clary 2008), individual differences in altruism and volunteering orientation (Mowen and Sujan 2005), and the role of incentives used to promote charitable contributions (Briers, Pandelaere, and Warlop 2007;Burger and Caldwell 2003). In this article we examine the internal process that takes place when consum-*Bob M. Fennis is associate professor of consumer psychology, Department
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