Helpful or Harmful? How Frequent Repetition Affects Perceived Statement Credibility

Koch, Thomas; Zerback, Thomas

doi:10.1111/jcom.12063

Cited by 108 publications

(73 citation statements)

References 84 publications

(140 reference statements)

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“…Instead, future studies should account for exposure time, too. These studies should also look for a possible suppression effect (Koch and Zerback 2013). Specifically, repeated celebrity endorsements may lead to enhanced advertising outcomes while at the same increasing the likelihood of evoking reactance due to too much (forced) exposure.…”

Section: Discussion Main Findings and Contributionsmentioning

confidence: 99%

The effectiveness of celebrity endorsements: a meta-analysis

Knoll

Matthes

2016

J. of the Acad. Mark. Sci.

401

307

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Celebrities frequently endorse products, brands, political candidates, or health campaigns. We investigated the effectiveness of such endorsements by meta-analyzing 46 studies published until April 2016 involving 10,357 participants. Applying multilevel meta-analysis, we analyzed celebrity endorsements in the context of for-profit and non-profit marketing. Findings revealed strong positive and negative effects when theoretically relevant moderators were included in the analysis. The most positive attitudinal effect appeared for male actors who match well with an implicitly endorsed object (d = .90). The most negative effect was found for female models not matching well with an explicitly endorsed object (d = −.96). Furthermore, celebrity endorsements performed worse compared to endorsements of quality seals, awards, or endorser brands. No publication bias was detected. The study has theoretical and practical implications, and provides an agenda for future research.

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Section: Discussion Main Findings and Contributionsmentioning

confidence: 99%

The effectiveness of celebrity endorsements: a meta-analysis

Knoll

Matthes

2016

J. of the Acad. Mark. Sci.

401

307

View full text Add to dashboard Cite

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“…According to Brehm and Brehm (1981), "boomerang effects," like the self-promoter's paradox or the catch 22 in the case of CSR communication, "represent the best evidence for reactance theory" (Brehm & Brehm, 1981, p. 38). Individuals that receive persuasive messages preserve their personal freedoms by derogating the communicator's credibility (consistent with Koch & Zerback, 2013a, 2013bMeirick & Nisbett, 2011;Pomering & Johnson, 2009, p. 425). We therefore assume that H6.…”

Section: Indirect Negative Effectsmentioning

confidence: 63%

“…Reactance is a psychological reaction to everything that threatens personal freedoms, including persuasive communication (Brehm & Brehm, 1981, pp. 121-150;Koch & Zerback, 2013a, 2013bMeirick & Nisbett, 2011;Moyer-Gusé, Jain, & Chung, 2010;Quick et al, 2013). In line with reactance theory, we expect that H5.…”

Section: Indirect Negative Effectsmentioning

confidence: 99%

“…In order to measure this construct, we adapted three items from Koch and Zerback (2011, 2013a, 2013b: "I have the feeling that the Tell-Media Inc. wants to convince the reader of their leading role with respect to social responsibility" (per1), "The Tell-Media Inc. deliberately tries to convince me that they are socially responsible" (per2), and "The Tell-Media Inc. wants to convince me of their social responsibility" (per3) (Cronbach's α = .772; M = 5.50).…”

Section: Perceived Persuasion Intentmentioning

confidence: 99%

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How Do Media Companies Gain Legitimacy? An Experimental Study on the (Ir)Relevance of CSR Communication

Bachmann

Ingenhoff

2017

International Journal of Strategic Communication

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Due to structural changes in the media industry, the topic of CSR has gained more and more attention among media companies. Our research question was whether media companies can gain legitimacy through CSR disclosures. There is reason to assume that CSR disclosures both directly increase and indirectly decrease a media company's legitimacy. On one hand, CSR is regarded as a means of strengthening legitimacy; on the other hand, stakeholders might become skeptical and distrust disclosures about generous deeds. The experimental study detailed here considers both possibilities by using five CSR disclosures of a fictional media company as the stimuli, ranging from low-to high-communicated CSR engagement (single-factor between-groups design, 274 participants). According to the results of the Structural Equation Model (SEM), both assumptions are incorrect: CSR is not the crucial factor in determining whether or not stakeholders perceive a media company as legitimate, but rather its corporate credibility. Many media companies struggle for economic survival, leading to cost-cutting programs and market concentration. Although media companies strive to adapt new business models, they are accused by critics of increasingly neglecting their unique obligation to strengthen democratic processes through quality journalism (e.g., Kaye & Quinn, 2010; Levy & Nielson, 2010; Russ-Mohl, 2011). Hence, news media companies are in danger of losing legitimacy (Tolvanen, Olkkonen, & Luoma-aho, 2013). Strategic communication might prove useful as an antidote to this. In general, as Falkheimer (2014, p. 124) states, "the main driving force behind the increased interest in strategic communication is the organizational need of legitimacy to operate in the late modern society." The body of strategic communications knowledge includes how organizations can present themselves "in society as a social actor" (Hallahan, Holtzhausen, van Ruler, Verčič, & Sriramesh, 2007, p. 27). It is striking that the topic of "corporate social responsibility" (CSR) has gained more and more attention among media companies (Altmeppen, 2011; Bardoel & d'Haenens, 2004; Trommershausen, 2011). Many media companies have adopted the practices of CSR communication (Hou & Reber, 2011; Ingenhoff & Koelling, 2012). For example, although The Economist is notorious in campaigning against CSR, with the magazine publishing many critical articles about this issue (Guthey, Langer, & Morsing, 2006, pp. 42-45), The Economist Group makes extensive CSR claims on their corporate webpage: "As an international company, we conduct business in many different markets around the world. In the countries in which we operate, we abide by local laws and regulations. We make an active contribution to local charities by charitable giving" (The Economist Group, 2015). This raises the research question: Can media companies gain legitimacy through CSR disclosures?

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“…Persuasion studies have found that repetitions will eventually lead to reactance and a decrease in message agreement (e.g. Koch & Zerback, 2013). This reactance could occur after as much as three repetitions (Cacioppo & Petty, 1979).…”

Section: Discussionmentioning

confidence: 94%