IDEAS home Printed from https://ideas.repec.org/a/eee/joepsy/v31y2010i5p802-811.html
   My bibliography  Save this article

Celebrities and shoes on the female brain: The neural correlates of product evaluation in the context of fame

Author

Listed:
  • Stallen, Mirre
  • Smidts, Ale
  • Rijpkema, Mark
  • Smit, Gitty
  • Klucharev, Vasily
  • Fernández, Guillén

Abstract

Celebrity endorsement is omnipresent. However, despite its prevalence, it is unclear why celebrities are more persuasive than (equally attractive) non-famous endorsers. The present study investigates which processes underlie the effect of fame on product memory and purchase intention by the use of functional magnetic resonance imaging methods. We find an increase in activity in the medial orbitofrontal cortex (mOFC) underlying the processing of celebrity-product pairings. This finding suggests that the effectiveness of celebrities stems from a transfer of positive affect from celebrity to product. Additional neuroimaging results indicate that this positive affect is elicited by the spontaneous retrieval of explicit memories associated with the celebrity endorser. Also, we demonstrate that neither the activation of implicit memories of earlier exposures nor an increase in attentional processing is essential for a celebrity advertisement to be effective. By explaining the neural mechanism of fame, our results illustrate how neuroscience may contribute to a better understanding of consumer behavior.

Suggested Citation

  • Stallen, Mirre & Smidts, Ale & Rijpkema, Mark & Smit, Gitty & Klucharev, Vasily & Fernández, Guillén, 2010. "Celebrities and shoes on the female brain: The neural correlates of product evaluation in the context of fame," Journal of Economic Psychology, Elsevier, vol. 31(5), pages 802-811, October.
    • Handle: RePEc:eee:joepsy:v:31:y:2010:i:5:p:802-811
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0167-4870(10)00029-2
    Download Restriction: Full text for ScienceDirect subscribers only
    ---><---

    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. Timothy B. Heath & Michael S. Mccarthy & David L. Mothersbaugh, 1994. "Spokesperson Fame and Vividness Effects in the Context of Issue-Relevant Thinking: The Moderating Role of Competitive Setting," Post-Print hal-00670493, HAL.
    2. Knut K. W. Kampe & Chris D. Frith & Raymond J. Dolan & Uta Frith, 2001. "Reward value of attractiveness and gaze," Nature, Nature, vol. 413(6856), pages 589-589, October.
    3. Heath, Timothy B & McCarthy, Michael S & Mothersbaugh, David L, 1994. "Spokesperson Fame and Vividness Effects in the Context of Issue-Relevant Thinking: The Moderating Role of Competitive Setting," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(4), pages 520-534, March.
    4. Petty, Richard E & Cacioppo, John T & Schumann, David, 1983. "Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 10(2), pages 135-146, September.
    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. Wan Su & Yangchun Li & Huichuan Zhang & Tiandong Wang, 2023. "How the attributes of content distributors influence the intentions of users to pay for content shared on social media," Electronic Commerce Research, Springer, vol. 23(1), pages 407-441, March.
    2. Steven J. Stanton & Walter Sinnott-Armstrong & Scott A. Huettel, 2017. "Neuromarketing: Ethical Implications of its Use and Potential Misuse," Journal of Business Ethics, Springer, vol. 144(4), pages 799-811, September.
    3. Lee, Eun-Ju & Choi, Hanah & Han, Jinghe & Kim, Dong Hyun & Ko, Eunju & Kim, Kyung Hoon, 2020. "How to “Nudge” your consumers toward sustainable fashion consumption: An fMRI investigation," Journal of Business Research, Elsevier, vol. 117(C), pages 642-651.
    4. Solnais, Céline & Andreu-Perez, Javier & Sánchez-Fernández, Juan & Andréu-Abela, Jaime, 2013. "The contribution of neuroscience to consumer research: A conceptual framework and empirical review," Journal of Economic Psychology, Elsevier, vol. 36(C), pages 68-81.
    5. Ale Smidts & Ming Hsu & Alan Sanfey & Maarten Boksem & Richard Ebstein & Scott Huettel & Joe Kable & Uma Karmarkar & Shinobu Kitayama & Brian Knutson & Israel Liberzon & Terry Lohrenz & Mirre Stallen , 2014. "Advancing consumer neuroscience," Marketing Letters, Springer, vol. 25(3), pages 257-267, September.
    6. Chiosa Ana Raluca, 2012. "Celebrity Endorsement Strategy," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 3, pages 75-79, September.
    7. Lina PilelienÄ— & Ahmed H. Alsharif & Ibrahim Bader Alharbi, 2022. "Scientometric Analysis Of Scientific Literature On Neuromarketing Tools In Advertising," Baltic Journal of Economic Studies, Publishing house "Baltija Publishing", vol. 8(5).

    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. Stallen, M. & Smidts, A. & Rijpkema, M. & Smit, G. & Klucharev, V. & Fernandez, G., 2009. "Celebrities and Shoes on the Female Brain: The Neural Correlates of Product Evaluation in the Context of Fame," ERIM Report Series Research in Management ERS-2009-048-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.
    2. Marco Caiffa & Vincenzo Farina & Lucrezia Fattobene, 2020. "All that glitters is not gold: CEOs' celebrity beyond media content," International Journal of Finance & Economics, John Wiley & Sons, Ltd., vol. 25(3), pages 444-460, July.
    3. Niek Althuizen & Bo Chen, 2022. "Crowdsourcing Ideas Using Product Prototypes: The Joint Effect of Prototype Enhancement and the Product Design Goal on Idea Novelty," Management Science, INFORMS, vol. 68(4), pages 3008-3025, April.
    4. Babutsidze, Zakaria, 2007. "How Do Consumers Make Choices? A Summary of Evidence from Marketing and Psychology," MERIT Working Papers 2007-005, United Nations University - Maastricht Economic and Social Research Institute on Innovation and Technology (MERIT).
    5. Li Xiao & Min Ding, 2014. "Just the Faces: Exploring the Effects of Facial Features in Print Advertising," Marketing Science, INFORMS, vol. 33(3), pages 338-352, May.
    6. Michael J. Barone & Thomas E. DeCarlo, 2003. "Emerging Forms of Competitive Advantage: Implications for Agricultural Producers," Center for Agricultural and Rural Development (CARD) Publications 03-mrp5, Center for Agricultural and Rural Development (CARD) at Iowa State University.
    7. Michael J. Barone & Thomas E. DeCarlo, 2003. "Emerging Forms of Competitive Advantage: Implications for Agricultural Producers," Midwest Agribusiness Trade Research and Information Center (MATRIC) Publications (archive only) 03-mrp5, Center for Agricultural and Rural Development (CARD) at Iowa State University.
    8. Del Barrio-García, Salvador & Kamakura, Wagner A. & Luque-Martínez, Teodoro, 2019. "A Longitudinal Cross-product Analysis of Media-budget Allocations: How Economic and Technological Disruptions Affected Media Choices Across Industries," Journal of Interactive Marketing, Elsevier, vol. 45(C), pages 1-15.
    9. Kareklas, Ioannis & Muehling, Darrel D. & King, Skyler, 2019. "The effect of color and self-view priming in persuasive communications," Journal of Business Research, Elsevier, vol. 98(C), pages 33-49.
    10. O'Cass, A., 2000. "An assessment of consumers product, purchase decision, advertising and consumption involvement in fashion clothing," Journal of Economic Psychology, Elsevier, vol. 21(5), pages 545-576, October.
    11. Funk, Daniel C. & Haugtvedt, Curtis P. & Howard, Dennis R., 2000. "Contemporary Attitude Theory in Sport: Theoretical Considerations and Implications," Sport Management Review, Elsevier, vol. 3(2), pages 125-144, November.
    12. Jakina Debnam, 2017. "Selection Effects and Heterogeneous Demand Responses to the Berkeley Soda Tax Vote," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 99(5), pages 1172-1187.
    13. Li, Hui & Xu, Yunjie & Huang, Lihua, 2021. "When less is more? The contingent effect of product supply limitation in the release of new electronic products," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    14. Christophe Bezes, 2011. "Types de risques perçus et réducteurs de risques dans le commerce électronique : le cas du site Fnac.com," Post-Print hal-02086726, HAL.
    15. repec:mgs:iojome:v:2:y:2022:i:1:p:32-43 is not listed on IDEAS
    16. Dong Hoo Kim & Doori Song, 2019. "Can brand experience shorten consumers’ psychological distance toward the brand? The effect of brand experience on consumers’ construal level," Journal of Brand Management, Palgrave Macmillan, vol. 26(3), pages 255-267, May.
    17. Hsu, Chia-Lin & Chang, Chi-Ya & Yansritakul, Chutinart, 2017. "Exploring purchase intention of green skincare products using the theory of planned behavior: Testing the moderating effects of country of origin and price sensitivity," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 145-152.
    18. Nathan Klaus & Ainsworth Anthony Bailey, 2008. "Celebrity Endorsements: An Examination of Gender and Consumers’ Attitudes," American Journal of Business, Emerald Group Publishing, vol. 23(2), pages 53-61.
    19. Sun-Young Park, 2017. "Celebrity Endorsement for Nonprofit Organizations: The Role of Experience-based Fit between Celebrity and Cause," International Business Research, Canadian Center of Science and Education, vol. 10(1), pages 8-21, January.
    20. Naixin Zhu, 2023. "Dissertation on Applied Microeconomics of Freemium Pricing Strategies in Mobile App Market," Papers 2305.09479, arXiv.org.
    21. David Silvera & FRANK R. KARDES & BRUCE E. PFEIFFER & ASHLEY R. ARSENA & R. JUSTIN GOSS, 2013. "Getting consumers to generate their own ad content: The impact of imagine instructions on persuasion," Working Papers 0202mkt, College of Business, University of Texas at San Antonio.

    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:joepsy:v:31:y:2010:i:5:p:802-811. 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/joep .

    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.