Classical conditioning and celebrity endorsers: An examination of belongingness and resistance to extinction

Till, Brian D.; Stanley, Sarah M.; Priluck, Randi

doi:10.1002/mar.20205

Cited by 207 publications

(158 citation statements)

References 47 publications

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“…Earlier research on celebrity endorsement explained the effectiveness of celebrities in terms of a conditioning process: the pairing of a positively valenced stimulus (a celebrity) with an initially neutral stimulus (a product) results in a transfer of affect from the valenced to the neutral stimulus (from celebrity to product) (Till et al, 2008;Walther et al, 2005). However, this evaluative conditioning account does not elaborate on why the perception of a celebrity results in the experience of positive affect.…”

Section: The Present Studymentioning

confidence: 99%

Celebrities and shoes on the female brain: The neural correlates of product evaluation in the context of fame

Stallen¹,

Smidts²,

Rijpkema³

et al. 2010

Journal of Economic Psychology

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AND KEYWORDS AbstractCelebrity endorsement is omnipresent. However, despite its prevalence, it is unclear why celebrities are more persuasive than (equally attractive) non-famous endorsers. The present study investigates which processes underlie the effect of fame on product memory and purchase intention by the use of functional magnetic resonance imaging methods. We find an increase in activity in the medial orbitofrontal cortex (mOFC) underlying the processing of celebrity-product pairings. This finding suggests that the effectiveness of celebrities stems from a transfer of positive affect from celebrity to product. Additional neuroimaging results indicate that this positive affect is elicited by the spontaneous retrieval of explicit memories associated with the celebrity endorser. Also, we demonstrate that neither the activation of implicit memories of earlier exposures nor an increase in attentional processing is essential for a celebrity advertisement to be effective. By explaining the neural mechanism of fame, our results illustrate how neuroscience may contribute to a better understanding of consumer behavior.Free Keywords celebrity endorsement, persuasion, medial orbital frontal cortex, affect transfer, neuromarketing, Celebrity endorsement is omnipresent. However, despite its prevalence, it is unclear why celebrities are more persuasive than (equally attractive) non-famous endorsers. The present study investigates which processes underlie the effect of fame on product memory and purchase intention by the use of functional magnetic resonance imaging methods. We find an increase in activity in the medial orbitofrontal cortex (mOFC) underlying the processing of celebrity-product pairings. This finding suggests that the effectiveness of celebrities stems from a transfer of positive affect from celebrity to product. Additional neuroimaging results indicate that this positive affect is elicited by the spontaneous retrieval of explicit memories associated with the celebrity endorser. Also, we demonstrate that neither the activation of implicit memories of earlier exposures nor an increase in attentional processing is essential for a celebrity advertisement to be effective. By explaining the neural mechanism of fame, our results illustrate how neuroscience may contribute to a better understanding of consumer behavior.2

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Section: The Present Studymentioning

confidence: 99%

Celebrities and shoes on the female brain: The neural correlates of product evaluation in the context of fame

Stallen¹,

Smidts²,

Rijpkema³

et al. 2010

Journal of Economic Psychology

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“…Janiszewski, 1989;McSweeney & Bierley, 1984;Till & Priluck, 2000;Till, Stanley, & Priluck, 2008) employ the procedure set out by Rescorla (1967) to demonstrate true classical conditioning from other pseudoconditioned responses (Bierley, McSweeney, & Vannieuwkerk, 1985). The procedure uses both a group subjected to the experimental procedure (pairing of CS and US) and a second random-control group, for which the pairings are presented randomly.…”

Section: Figure 1 Pavlovian Conditioning Us (Food) ------------------mentioning

confidence: 99%

“…Whereas early studies (see the first part of Table 1 Extinction is the prediction that the conditioned behaviour will disappear if the predictive relationship between the CS and the US is broken by either omitting the US entirely or by presenting the CS and US randomly (McSweeney& Bierley, 1984). Till et al (2008) explored the characteristic of extinction empirically. Their study paired brands with celebrities and measured attitudes towards the brands after conditioning.…”

Section: Acquisition and Extinctionmentioning

confidence: 99%

“…Smurfs), words, comedy/humour, and celebrities. Regarding the use of celebrities, classical conditioning provides the underlying explanation for 'meaning-transfer' models in advertising, which have been used to explain the effects of celebrity endorsement (McCracken, 1989;Till et al, 2008). Research has also used a range of CSs, from pens to fictitious and actual brands.…”

Section: Different Ussmentioning

confidence: 99%

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Behavioural psychology, marketing and consumer behaviour: a literature review and future research agenda

Wells

2014

Journal of Marketing Management

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The full-text may be used and/or reproduced, and given to third parties in any format or medium, without prior permission or charge, for personal research or study, educational, or not-for-prot purposes provided that:• a full bibliographic reference is made to the original source • a link is made to the metadata record in DRO • the full-text is not changed in any way The full-text must not be sold in any format or medium without the formal permission of the copyright holders.Please consult the full DRO policy for further details. the current research is the most detailed, up-to-date review of the area that both combines a review of operant and classical conditioning, matching, and foraging theories and provides a comprehensive future research agenda.

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“…Celebrity endorsement helps marketers in improving marketing communication, product image, improving purchase behaviour and positive recall rates (Mansour and Diab, 2016;Spry et al, 2011;Seno and Lukas, 2007;Till et al, 2008) and this brand recall ultimately become helpful for purchase intention (Kahle and Homer, 1985). The leveraging of endorsement by the use of celebrity is celebrity endorsement, with a hope that this will enhance product's likability among public to the large extend (Seno and Lukas, 2007).…”

Section: Celebrity Endorsementmentioning

confidence: 99%

Consumer preference for electronic consumer durable goods in India: a conjoint analysis approach

Kulshreshtha

Bajpai

Tripathi

2017

IJBFMI

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Abstract:The second highest population of consumers with different wants and preferences, India is a place where MNCs have ample opportunities to cater variety of products. The purpose of this paper is to examine the Indian consumers' decision making regarding consumer durable goods i.e., split air-conditioner on the basis of several factors like brand equity, price, advertisement type, celebrity, country-of-origin under multi cue situation. In this study, firstly the evaluation is made about the impact of perceived difference among brand equity, price, advertisement, celebrity endorsement and country of origin on product preference. Secondly the relative importance of these attributes is being determined using part-worth analysis. Five relevant research questions were framed and tested. An orthogonal design was used to develop different product profiles which respondents could evaluate.

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Classical conditioning and celebrity endorsers: An examination of belongingness and resistance to extinction

Cited by 207 publications

References 47 publications

Celebrities and shoes on the female brain: The neural correlates of product evaluation in the context of fame

Celebrities and shoes on the female brain: The neural correlates of product evaluation in the context of fame

Behavioural psychology, marketing and consumer behaviour: a literature review and future research agenda

Consumer preference for electronic consumer durable goods in India: a conjoint analysis approach

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