Dimentional Relationships of Recall and Recognition
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PT Journal (Analytic)
AU Kamins, Michael A.
AU Brand, Meribeth J.
AU Hoeke, Stuart A.
AU Moe, John C.
AT Two-sided versus one-sided celebrity endorsements: the impact on advertising effectiveness and credibility.
CT Journal of Advertising
CY 1989
DB Expanded Academic ASAP
XX Service Name: Gale
XX Date of Access: 19 Nov. 2010
AB This study examines celebrity endorsements in advertising using a two-sided framework, in terms of the internalization and identification processes of social influence as discussed by Kelman (1961). The two-sided execution was designed to increase a viewers perception of advertiser credibility by including a discussion of a limitation of the advertised service. Results show that when compared to a traditional one-sided celebrity endorsement, the two-sided communication elicited significantly higher advertising credibility and effectiveness ratings, higher evaluation of the sponsor in terms of perceived overall quality of service, as well as a significantly greater intention to use the advertised service. These findings suggest that the use of a celebrity appeal in a two-sided form is an effective advertising strategy. (Reprinted by permission of the publisher.)
DE Endorsement advertising_Research
DE Advertising_Analysis
DP Spring 1989 v18 n2 p4(7)
DP Mar 22, 1989
PB M.E. Sharpe, Inc.
RM COPYRIGHT 2005 Gale Group
SU Two-sided versus one-sided celebrity endorsements: the impact on advertising effectiveness and credibility.
SU Endorsement advertising_Research
SU Advertising_Analysis
Two-Sided Versus One-Sided Celebrity Endorsements: The Impact on
Advertising Effectiveness and Credibility
This study examines celebrity endorsements in advertising using a
two-sided framework, in terms of the internalization and
identification processes of social influence as discussed by Kelman
(1961). The two-sided execution was designed to increase a viewers
perception of advertiser credibility by including a discussion of a
limitation of the advertised service. Results show that when compared
to a traditional one-sided celebrity endorsement, the two-sided
communication elicited significantly higher advertising credibility
and effectiveness ratings, higher evaluation of the sponsor in terms
of perceived overall quality of service, as well as a significantly
greater intention to use the advertised service. These findings
suggest that the use of a celebrity appeal in a two-sided form is an
effective advertising strategy. Advertisers regularly pursue
strategies designed to attract attention to their communication and to
distinguish their product from competing products with the hope of
influencing purchase. In an ever-competitive world, a premium is
placed on an approach which can achieve these objectives. One attempt
at such a strategy involves the use of a celebrity spokesperson.
According to Atkin and Block (1983), there are several reasons why a
well-known endorser may be influential. First, such a spokesperson
attracts attention to the advertisement in the cluttered stream of
messages. In addition, celebrities are traditionally viewed as being
highly dynamic individuals with attractive and likeable qualities.
Their credibility and believability, however, remain in question.
The use of celebrity spokespeople has been on the rise (Advertising
Age 1978). A 1975 Gallup and Robinson study (reported by Forkan 1975)
estimated that 15 percent of prime time television commercials
featured celebrities. By 1978, the number was reported to be over 20
percent. According to a recent report, individuals in the advertising
field were said to agree that celebrities are being sought out to
endorse products as never before (Sherman 1985). Given this increase
in use, research on celebrity endorsements becomes increasingly
important to advertisers. This is especially true since past empirical
research has shown celebrities to be well liked and oftentimes
attractive, though not always credible and effective spokespeople
(Atkin and Block 1983; Freiden 1984; Friedman, Termini and Washington
1977).
Purpose
This research examines celebrity endorsements that utilize a two-sided
format in which the celebrity spokesperson makes both positive and
negative