Investigating the celebrity effect
The influence of well-liked celebrities on adults’ explicit and implicit attitudes to brands and brand choice
Bibliographic Data
| ID | 13043782 |
|---|---|
| Authors | Martin Rowley (Keele University, corresponding author), Hayley Gilman (Keele University), Susan M Sherman (0000-0001-6708-3398, Keele University) |
| Year | 2018 |
| Volume | 8 |
| Issue | 4 |
| Pages | 402-409 |
| Publication date | 2018-08-20 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Psychology of Popular Media Culture (JOURNAL) |
| Journal identifiers | ISSN: 2160-4134 • E-ISSN: 2160-4142 |
| Publisher | American Psychological Association (PUBLISHER • US) |
| DOI | 10.1037/ppm0000199 |
| OpenAlex | W2888715807 |
| Language | EN |
| Citations received | 4 |
| References cited | 18 |
Celebrities are used within advertisements in an attempt to impact positively on consumers’ attitudes towards brands, purchase intentions, and ad believability. However, the findings from previous research on the effects of celebrity liking on brand evaluations have been mixed. In the study presented here explicit and implicit responses to brands were more positive after pairing with well-liked celebrities (p < .01) and more positive than for brands paired with non-celebrities (p < .001). Participants also demonstrated a preference for celebrity-paired brands in their brand choices (p < .001). Participants’ general accuracy-based advertising scepticism was negatively correlated with explicit celebrity brand preferences (p < .05) whereas affect-based scepticism was negatively correlated with implicit (p < .05) preferences. These results are discussed in relation to the contextual and attitudinal factors that might trigger resistance to the effects of celebrity endorsement as well as the underlying psychological processes involved in responding to ads
Advertising · Association (psychology · Business · Implicit attitude · Permission · Political science · Replicate · Consumer Behavior in Brand Consumption and Identification · Law · Mathematics · Media Influence and Health · Psychology · Social and Intergroup Psychology · Social Psychology
Development of a Scale to Measure Consumer Skepticism Toward Advertising
Reconsidering Advertising Literacy as a Defense Against Advertising Effects
Celebrity Endorsement
The Match-Up Hypothesis
Considerations in determining sample size for pilot studies
Celebrity endorsements
Implicit social cognition
Commentary Mismeasurement of children's understanding of the persuasive intent of advertising
The Associative–Propositional Evaluation Model
Understanding and Using the Implicit Association Test
Selecting Celebrity Endorsers
The Impact of Corporate Credibility and Celebrity Credibility on Consumer Reaction to Advertisements and Brands
Conscious and nonconscious effects of product placement
Understanding and using the Implicit Association Test
Implicit Assimilation and Explicit Contrast
Affective Responses Mediating Acceptance of Advertising
Adolescent Skepticism toward TV Advertising and Knowledge of Advertiser Tactics
Beauty and the Beholder
| Unique citing works | 4 |
|---|---|
| Citations per year | 1 |
| Citation span | 2022 - 2026 (5) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 4 |