How Gordon Ramsay appeals to consumers: Effects of self-concept clarity and celebrity meaning on celebrity endorsements

Abstract

How do celebrities like Gordon Ramsay appeal to consumers? This article examines one explanation. We study how celebrities appeal to consumers in the context of celebrity chefs. We examine how a consumer's self-concept clarity (SCC) interacts with their perception of the meaning that a celebrity endorser possesses. An experiment comparing fictional ads endorsed by different celebrity chefs yields the surprising result that consumers with a clear sense of who they are (high-SCC consumers) are more influenced by an ad featuring a celebrity high in meaning (Ramsay), whereas low-SCC consumers are influenced to slightly higher levels by a celebrity with lower levels of celebrity meaning.

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