Abstract
This study examines the effect of irrelevant information presented by a celebrity endorser in advertisements on consumer judgments. Celebrity match-up and information relevancy are tested. Three experimental conditions manipulate information relevancy within advertisements: relevant information, irrelevant information, and relevant plus irrelevant information. Findings show a mismatched celebrity causes attitudes towards the advertisement and towards the brand to become less positive, or dilute, in all three advertisement conditions. When subjects perceive a match-up between the celebrity and the brand, the relevant plus irrelevant condition produces the strongest attitudes towards the advertisement. Attitudes towards the brand are not affected by advertisement condition.
| Original language | English |
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| Title of host publication | ICORIA 2012 |
| Subtitle of host publication | conference proceedings |
| Place of Publication | Amsterdam, The Netherlands |
| Publisher | European Advertising Academy |
| Pages | 1-11 |
| Number of pages | 11 |
| Publication status | Published - 2012 |
| Event | International Conference on Research in Advertising (11th : 2012) - Stockholm, Sweden Duration: 29 Jun 2012 → 30 Jun 2012 |
Conference
| Conference | International Conference on Research in Advertising (11th : 2012) |
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| City | Stockholm, Sweden |
| Period | 29/06/12 → 30/06/12 |