IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v65y2012i6p874-879.html
   My bibliography  Save this article

Print advertising: Celebrity presenters

Author

Listed:
  • Rossiter, John R.
  • Smidts, Ale

Abstract

This study validates Rossiter and Percy's (1987) hook theory of presenter characteristics, for celebrity presenters. Firstly, by employing a product-alone control group, the study demonstrates that some celebrity-product pairings have a good fit and can persuade whereas others have no effect or represent such an obviously poor fit that they dissuade consumers from buying the product. Secondly, the study suggests that good fit, and thus persuasion, for celebrity presenters, depends on the audience immediately perceiving that the celebrity is an expert user of the product (for all products) and is a positive role model (for high-risk products). On the other hand, the study reveals that failure of any of four of the celebrity's characteristics causes dissuasion by celebrity presenters; these failures include lack of high visibility (i.e., not widely well-known), perceived inexpertness as a user of the product (a strong negative hook that is probably the reason for the poor fit perception), lack of trust (though this is a weak dissuasive factor for celebrities) and, paradoxically, the celebrity being too likable (for low-risk products). Thirdly, the hook(s) conceptualization of presenter characteristics is superior to the conventional linear conceptualization in that a hook-scored regression model accounted for the same amount of variance in persuasion–dissuasion as did the linear model (adjusted R2s of 41% vs. 43%) despite the hook model's handicap of at least one-third lower possible R2 due to trichotomization of 7-point ratings into positive, neutral, and negative hooks.

Suggested Citation

  • Rossiter, John R. & Smidts, Ale, 2012. "Print advertising: Celebrity presenters," Journal of Business Research, Elsevier, vol. 65(6), pages 874-879.
    • Handle: RePEc:eee:jbrese:v:65:y:2012:i:6:p:874-879
    DOI: 10.1016/j.jbusres.2011.01.010
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296311000129
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2011.01.010?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Friestad, Marian & Wright, Peter, 1994. "The Persuasion Knowledge Model: How People Cope with Persuasion Attempts," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(1), pages 1-31, June.
    2. Klucharev, V. & Smidts, A. & Fernández, G., 2008. "Brain Mechanisms of Persuasion: How "Expert Power" Modulates Memory and Attitudes," ERIM Report Series Research in Management ERS-2008-038-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Zu Qian ONG, 2015. "The Impact of Celebrity Credibility on Consumer’s Purchase Intention toward the Footwear Industry in Malaysia: The Mediating Effect of Attitude toward Advertisement," Information Management and Business Review, AMH International, vol. 7(4), pages 55-63.
    2. Brito, Pedro Quelhas & Pratas, Joaquim, 2015. "Tourism brochures: Linking message strategies, tactics and brand destination attributes," Tourism Management, Elsevier, vol. 48(C), pages 123-138.
    3. Kara Chan & Ting Zhang, 2019. "An exploratory study on perception of celebrity endorsement in public services advertising," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 16(2), pages 195-209, December.
    4. Raksha Deshbhag, 2018. "Influence of Celebrity Credibility on Consumer Product Evaluation and Attitude Formation � A Conceptual Framework," GATR Journals jmmr198, Global Academy of Training and Research (GATR) Enterprise.
    5. Ho, Thong Quoc & Nie, Zihan & Alpizar, Francisco & Carlsson, Fredrik & Nam, Pham Khanh, 2022. "Celebrity endorsement in promoting pro-environmental behavior," Journal of Economic Behavior & Organization, Elsevier, vol. 198(C), pages 68-86.
    6. Passent Tantawi & Heba Sadek, 2019. "The impact of celebrity endorsement in cause related marketing campaigns on audiences’ behavioral intentions: Egypt case," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 16(2), pages 293-311, December.
    7. Lin, Guyang & Li, Mimi & Xing, Yuqing & Guo, Fumei & Lin, Pearl M.C., 2023. "The contagion effect on children's consumption decision," Annals of Tourism Research, Elsevier, vol. 103(C).
    8. Lars Bergkvist & Charles R. Taylor, 2016. "Leveraged marketing communications: a framework for explaining the effects of secondary brand associations," AMS Review, Springer;Academy of Marketing Science, vol. 6(3), pages 157-175, December.
    9. Saldanha, Natalya & Mulye, Rajendra & Rahman, Kaleel, 2018. "Who is the attached endorser? An examination of the attachment-endorsement spectrum," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 242-250.
    10. Dwivedi, Abhishek & Johnson, Lester W., 2013. "Trust–commitment as a mediator of the celebrity endorser–brand equity relationship in a service context," Australasian marketing journal, Elsevier, vol. 21(1), pages 36-42.
    11. Mahdavi Mehdi & Barbosa Belem & Oliveira Zaíla & Chkoniya Valentina, 2019. "Scents of celebrities: Endorsers’ impact on buyers’ online perfume purchase," Management & Marketing, Sciendo, vol. 14(3), pages 304-317, September.
    12. El Hedhli, Kamel & Zourrig, Haithem & Becheur, Imene, 2021. "Celebrity endorsements: Investigating the interactive effects of internalization, identification and product type on consumers’ attitudes and intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Lee, Alice J. & Ames, Daniel R., 2017. "“I can’t pay more” versus “It’s not worth more”: Divergent effects of constraint and disparagement rationales in negotiations," Organizational Behavior and Human Decision Processes, Elsevier, vol. 141(C), pages 16-28.
    2. Suwelack, Thomas & Hogreve, Jens & Hoyer, Wayne D., 2011. "Understanding Money-Back Guarantees: Cognitive, Affective, and Behavioral Outcomes," Journal of Retailing, Elsevier, vol. 87(4), pages 462-478.
    3. Jong Yoon Lee & Jae Hee Park & Jong Woo Jun, 2019. "Brand Webtoon as Sustainable Advertising in Korean Consumers: A Focus on Hierarchical Relationships," Sustainability, MDPI, vol. 11(5), pages 1-10, March.
    4. Skarmeas, Dionysis & Leonidou, Constantinos N., 2013. "When consumers doubt, Watch out! The role of CSR skepticism," Journal of Business Research, Elsevier, vol. 66(10), pages 1831-1838.
    5. Mark Groza & Mya Pronschinske & Matthew Walker, 2011. "Perceived Organizational Motives and Consumer Responses to Proactive and Reactive CSR," Journal of Business Ethics, Springer, vol. 102(4), pages 639-652, September.
    6. Aaker, Jennifer L. & Brumbaugh, Anne M. & Grier, Sonya A., 2000. "Non-target Markets and Viewer Distinctiveness: The Impact of Target Marketing on Advertising Attitudes," Research Papers 1578, Stanford University, Graduate School of Business.
    7. Simonson, Itamar & Drolet, Aimee L., 2003. "Anchoring Effects on Consumers' Willingness-to-Pay and Willingness-to-Accept," Research Papers 1787, Stanford University, Graduate School of Business.
    8. Román, Sergio & Riquelme, Isabel P. & Iacobucci, Dawn, 2023. "Fake or credible? Antecedents and consequences of perceived credibility in exaggerated online reviews," Journal of Business Research, Elsevier, vol. 156(C).
    9. Rosbergen, Edward & Wedel, Michel & Pieters, Rik, 1997. "Analyzing visual attention tot repeated print advertising using scanpath theory," Research Report 97B32, University of Groningen, Research Institute SOM (Systems, Organisations and Management).
    10. Ryan W. Buell & Michael I. Norton, 2011. "The Labor Illusion: How Operational Transparency Increases Perceived Value," Management Science, INFORMS, vol. 57(9), pages 1564-1579, February.
    11. Caldieraro, Fabio & Cunha, Marcus, 2022. "Consumers’ response to weak unique selling propositions: Implications for optimal product recommendation strategy," International Journal of Research in Marketing, Elsevier, vol. 39(3), pages 724-744.
    12. Fennell, Patrick B. & Coleman, Joshua T. & Kuo, Andrew, 2020. "The moderating role of donation quantifiers on price fairness judgments," Journal of Business Research, Elsevier, vol. 110(C), pages 464-473.
    13. Joëlle Vanhamme & Valérie Swaen & Guido Berens & Catherine Janssen, 2015. "Playing with fire: aggravating and buffering effects of ex ante CSR communication campaigns for companies facing allegations of social irresponsibility," Marketing Letters, Springer, vol. 26(4), pages 565-578, December.
    14. María del Mar García‐De los Salmones & Andrea Perez, 2018. "Effectiveness of CSR Advertising: The Role of Reputation, Consumer Attributions, and Emotions," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(2), pages 194-208, March.
    15. Hyeong Kim & Thomas Kramer, 2006. "“Pay 80%” versus “get 20% off”: The effect of novel discount presentation on consumers’ deal perceptions," Marketing Letters, Springer, vol. 17(4), pages 311-321, December.
    16. Alvino, Letizia & Constantinides, Efthymios & Franco, Massimo, 2018. "Towards a better understanding of consumer behavior : Marginal utility as a parameter in neuromarketing research," Other publications TiSEM b3e61951-9032-4cb4-b075-1, Tilburg University, School of Economics and Management.
    17. Caroline L. Noblet & Laura A. Lindenfeld & Mark W. Anderson, 2013. "Environmental Worldviews: A Point of Common Contact, or Barrier?," Sustainability, MDPI, vol. 5(11), pages 1-18, November.
    18. Zhuang, Mengzhou & Cui, Geng & Peng, Ling, 2018. "Manufactured opinions: The effect of manipulating online product reviews," Journal of Business Research, Elsevier, vol. 87(C), pages 24-35.
    19. Thomas, Sunil & Kohli, Chiranjeev S., 2011. "Can brand image move upwards after Sideways? A strategic approach to brand placements," Business Horizons, Elsevier, vol. 54(1), pages 41-49.
    20. Letizia Alvino & Efthymios Constantinides & Massimo Franco, 2018. "Towards a Better Understanding of Consumer Behavior: Marginal Utility as a Parameter in Neuromarketing Research," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 10(1), pages 90-106, March.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:65:y:2012:i:6:p:874-879. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.