Celebrity Credibility: The Effects of Multiple Product Endorsements
File(s)
Date
1994-05Author
Groh, Cheryl Lee
Publisher
University of Wisconsin-Stevens Point, College of Fine Arts and Communication
Metadata
Show full item recordAbstract
This study addresses the common advertising technique of
celebrity endorsements. An exploration into its theoretical and
empirical support reveals a practice where much money is spent
without much guidance. For this reason, this study seeks to
identify some of the elements of endorsement advertising as well as
contributing factors for greater success of these types of
campaigns.
An overview of popular journalism and academic research
identifies some common themes between the two. What is found to be
lacking is primarily empirical support in both contexts. This
study provides such support while also identifying the three most
important characteristics of endorser credibility: attractiveness,
trustworthiness, and expertise. In addition, the effects of
multiple product endorsements on the credibility levels of three
celebrities is also examined.
The subjects in this study recorded their opinions regarding_
the credibility levels of the three celebrities through the use of
the Ohanian scale which measures attractiveness, trustworthiness,
and expertise. After viewing the celebrities endorse a number of
products, viewer responses indicate that a key element contributes
to higher credibility opinions in an endorsement context:
celebrity/product matchup.