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.
|Title of host publication||ICORIA 2012|
|Subtitle of host publication||conference proceedings|
|Place of Publication||Amsterdam, The Netherlands|
|Publisher||European Advertising Academy|
|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||International Conference on Research in Advertising (11th : 2012)|
|Period||29/06/12 → 30/06/12|
Ilicic, J., & Webster, C. M. (2012). The Changing role of celebrities in advertising: celebrity endorsers as irrelevant information in advertisements. In ICORIA 2012: conference proceedings (pp. 1-11). Amsterdam, The Netherlands: European Advertising Academy.