The Changing role of celebrities in advertising

celebrity endorsers as irrelevant information in advertisements

Jasmina Ilicic, Cynthia M. Webster

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contribution

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 languageEnglish
Title of host publicationICORIA 2012
Subtitle of host publicationconference proceedings
Place of PublicationAmsterdam, The Netherlands
PublisherEuropean Advertising Academy
Pages1-11
Number of pages11
Publication statusPublished - 2012
EventInternational Conference on Research in Advertising (11th : 2012) - Stockholm, Sweden
Duration: 29 Jun 201230 Jun 2012

Conference

ConferenceInternational Conference on Research in Advertising (11th : 2012)
CityStockholm, Sweden
Period29/06/1230/06/12

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  • Cite this

    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.