The Persuasive Effectiveness of Famous and Non Famous Endorsers in Advertising

Gaied, Aïcha; Rached, Kaouther Saied Ben

doi:10.5171/2010.474771

Cited by 13 publications

(11 citation statements)

References 34 publications

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Section: Literature Reviewmentioning

confidence: 99%

“…Recently, Gaied and Rached () found that non‐celebrity endorsements sometimes have more persuasive power in the advertisement of some product types compared to celebrity endorsements. This finding highlights the importance of source credibility compared to the attractiveness or “fame” of the endorser (Gaied and Rached, ). In the current study, we examine how the brain activation generated by non‐celebrity advertisements may differ from celebrity advertisements (and in contrast to rational advertising appeals, e.g., linguistic descriptions of products) when judging product attractiveness and generating buying intentions.…”

Section: Literature Reviewmentioning

confidence: 99%

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An fMRI study of advertising appeals and their relationship to product attractiveness and buying intentions

Chang

O’Boyle

Anderson

et al. 2016

J of Consumer Behaviour

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This study examines the effects of various visual apparel advertisements on consumers' brain activation during exposure to different types of advertising appeals (i.e., celebrity, non‐celebrity, and rational). The influence on consumer perceptions of products and their subsequent buying intentions are also measured. A repeated measures experimental design was employed, and the total of 27 right‐handed female subjects participated in the study. The results of the quantitative data showed significant differences in perceived product attractiveness for each of the three types of advertising appeals, but not in buying intentions. Regarding the fMRI results, our findings support the notion that celebrity advertising appeals are associated with heightened brain activation of memory‐related/retrieval regions, reflecting how consumers remember the ad and are influenced by the attractiveness of the source. Non‐celebrity advertising appeals were more closely associated with brain activation of regions thought to mediate self‐reflection and also engaging executive functions. For rational advertising appeals, our findings showed significant activation in brain areas associated with logical evaluative decision making reflecting more logical processing value assessments and reward potential. Therefore, retailers/marketers must be particularly mindful to match the appropriate advertising appeal to the specific purpose of the advertisement. This study also provides brain‐based insight into the effectiveness of different types of advertising appeals and whether or not they have the desired impact on the consumer. Copyright © 2016 John Wiley & Sons, Ltd.

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Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

An fMRI study of advertising appeals and their relationship to product attractiveness and buying intentions

Chang

O’Boyle

Anderson

et al. 2016

J of Consumer Behaviour

View full text Add to dashboard Cite

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“…Partnering with the right celebrity will help the brand generate interest and intended responses like building the trust and relationship (Pandey, 2011). Celebrity endorsed commercials can cause more positive attitude (Gan, 2006), persuasive (Gaied & Rached, 2010), likeability, and purchase (Parmar & Patel, 2015) While unfamiliar celebrity endorsement had a little impact in persuading consumer make a to purchase (McCormick, 2016). Advertisers use celebrities to build and relate the brand or product image with the celebrity's lifestyle.…”

Section: Introduction 11 Research Backgroundmentioning

confidence: 99%

Celebrity Physical Attractiveness Effect on Consumer Buying Behavior

Khalid

Yasmeen

2019

JEMA

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Nowadays, the use of celebrity as brand endorsements is increasing. Celebrity is considered to be the fastest and safest way for a brand to develop an association and a bond in consumer minds. This study aimed to analyze the impact of a celebrity physical attractiveness on consumer buying behavior. This study only focuses on the buying intention of mobile phone product. Data was gathered from college (both private and public) undergraduate by questionnaires with an individual's age between 17 to 30 years as the target respondent. The reason in selecting those students with specific age is because they are the target consumer of the specific product that has been chosen as the research object. The researcher used simple random sampling as a sampling technique with 376 respondents and regression analysis is used to model the relationship between variable. This study concluded that there is a positive impact between the physical appearance of celebrity to purchase intention. There are a no different perception from gender, ages, institution type, and education background point of view regarding the attractiveness of celebrity physical and their intention to buy.

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“…Meaning Transfer Model se fundamenta en que los famosos añaden valor mediante el proceso de transferencia de significado en contraste con los modelos o actores anónimos ya que "celebrities deliver meanings of extra subtlety, depth, and power" (McCracken 1989: 315). Asimismo, la literatura que ha analizado la presencia de los famosos en publicidad ha utilizado, por lo general, el modelo de la credibilidad de la fuente (Ohanian, 1990) desconocido es más eficaz que la hecha por un famoso (Biswas et al, 2006;Eisend & Langner, 2010;Gaied & Rached, 2010).…”

Section: Marco Teórico Y Preguntas De Investigación 21 El Uso De Pounclassified

La personificación en la publicidad radiofónica. Análisis de la presencia y uso de la figura del portavoz

Perelló-Oliver

Molina

Campos-Zabala

2018

RLCS

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Cómo citar este artículo / Referencia normalizada S Perelló-Oliver, C Muela-Molina, M V Campos-Zabala (2018): "La personificación en la publicidad radiofónica. Análisis de la presencia y uso de la figura del portavoz". Revista Latina de Comunicación Social, 73, pp. 1163 Abstracts [ES] Introducción:Como una forma de personificación de la marca, el presente trabajo analiza la presencia de la figura del portavoz en sus distintas modalidades y el uso que se hace de ellos en la publicidad radiofónica. Metodología: Se ha utilizado una técnica cuantitativa de análisis de contenido para analizar las cuñas emitidas en las doce emisoras comerciales de ámbito nacional de mayor audiencia (tres generalistas y nueve temáticas). El corpus de las cuñas publicitarias objeto del análisis protagonizadas por portavoces quedó configurado por 3.890 cuñas. El tipo de portavoz se ha cruzado con otras variables como tipo de anunciante, categoría de producto, tipo de mensaje y pronombre del sujeto. Resultados y conclusiones: El medio radio es más proclive a hacer uso de voces que representan personalidades de bajo perfil popular en detrimento de las celebridades que protagonizan la publicidad en otros medios.[EN] As a form of brand personification, this article analyses the presence of the figure of the spokesperson in its various forms and their use in radio advertising. analysis has been performed on the advertising spots broadcast by the 12 national commercial radio stations with the highest audience shares in Spain (of which three are full-service and nine are themed stations). The sample of adverts featuring spokespeople was composed by 3,890 units. The type of spokesperson has been correlated with other variables such as type of advertiser, product category, type of message and subject pronoun. Results and conclusions: Radio, as a medium, is more inclined to make use of voices representing low-profile personalities to the detriment of celebrities who are featured in advertising in other media.

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The Persuasive Effectiveness of Famous and Non Famous Endorsers in Advertising

Cited by 13 publications

References 34 publications

An fMRI study of advertising appeals and their relationship to product attractiveness and buying intentions

An fMRI study of advertising appeals and their relationship to product attractiveness and buying intentions

Celebrity Physical Attractiveness Effect on Consumer Buying Behavior

La personificación en la publicidad radiofónica. Análisis de la presencia y uso de la figura del portavoz

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