Article2009

Informational and Transformational Responses to Celebrity Endorsements

84 citations0/0 files storedJournal of Current Issues & Research in Advertising

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

Using three studies, this research examines the relationship between dimensions of celebrity endorser credibility (attractiveness, expertise, trustworthiness) and consumer motivation (informational and transformational). Studies 1 and 2 reveal celebrity expertise and trustworthiness are the primary determinants of informational processing, while attractiveness is the principal variable driving transformational processing. The third study finds that teenage consumers, though affected by informational and transformational motivations, are less likely than adults to discriminate between attractiveness, trustworthiness, and expertise, forming their judgments instead on the basis of a unidimensional perception of celebrity credibility.

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References

1969The Handbook of Social Psychology 1986Communication and Persuasion 2015Communication and Persuasion: Central and Peripheral Routes to Attitude Change 1983Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement 1990Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness 1989Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process 1983Advances in Consumer Research 1986Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods

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