Abstract
A celebrity spokesperson is typically defined as a recognizable person who uses this recognition to promote a consumer good through an advertisement. Celebrity endorsers are widely used to engage consumers. Past research has shown that almost 25% of all television commercials contain celebrity endorsers (Erdogan et al., 2001). As of 2010, it was estimated that $35 billion was spent on celebrity endorsements in traditional media (Crutchfield, 2012) and another $35 billion on digital endorsements (Shayon, 2011). Celebrities have their own brand and equity, and each celebrity’s brand is important to marketers as they seek to transfer the celebrity’s image to the endorsed product (McCraken, 1989).
Access provided by Autonomous University of Puebla. Download to read the full chapter text
Chapter PDF
Similar content being viewed by others
Keywords
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
References
Agrawal, J. and W. A. Kamakura (1995), “The Economic Worth of Celebrity Endorsers: An Event Study Analysis,” in: Journal of Marketing, Vol. 59 (3), 56–62.
Amos, C.; Holmes, G. and D. Strutton (2008), “Exploring the Relationship Between Celebrity Endorser Effects and Advertising Effectiveness,” in: International Journal of Advertising, Vol. 27 (2), 209–234.
Aronson, E.; Turner, J. A. and J. M. Carlsmith (1963), “Communicator Credibility and Communication Discrepancy as Determinants of Opinion Change,” in: Journal of Abnormal and Social Psychology, Vol. 67 (1), 31–36.
Atkin, C. and M. Block (1983), “Effectiveness of Celebrity Endorsers,” in: Journal of Advertising Research, Vol 23 (1), 57–61.
Baker, M. J. and G. A. Churchill Jr. (1977), “The Impact of Physically Attractive Models on Advertising Evaluations,” in: Journal of Marketing research, Vol 14 (4), 538–555.
Belch, G. E. and M. A. Belch (1993), “Advertising and Promotion: An Integrated Marketing Communications Perspective (2nd edition),” Richard D Irwin, New York.
Bergin, A. E. (1962), “The Effect of Dissonant Persuasive Communications upon Changes in a Self-referring Attitude,” in: Journal of Personality, Vol. 30 (3), 423–438.
Berlo, D. K.; Lemert, J. B. and R. J. Mertz (1969), “Dimensions for Evaluating the Acceptability of Message Sources,” in: Public Opinion Quarterly, Vol. 33 (4), 563–576.
Bochner, S. and C. A. Insko (1966), “Communicator Discrepancy, Source Credibility, and Opinion Change,” in: Journal of Personality and Social Psychology, Vol. 4 (6), 614–621.
Caballero, M. J. and W. M. Pride (1984), “Selected Effects of Salesperson Sex and Attractiveness in Direct Mail Advertisements,” in: Journal of Marketing, Vol. 48 (1), 94–100.
Chaiken, S. (1979), “Communicator Physical Attractiveness and Persuasion,” in: Journal of Personality and social Psychology, Vol. 37 (8), 1387–1397.
Choi, S. and N. J. Rifon (2007), “Who is the Celebrity in Advertising? Understanding Dimensions of Celebrity Images,” in: Journal of Popular Culture, Vol. 40 (2), 304–324.
Choi, S. M. and N. J. Rifon (2012), “It is a Match: The Impact of Congruence between Celebrity Image and Consumer Ideal Self on Endorsement Effectiveness,” in: Psychology and Marketing, Vol. 29 (9), 639–650.
Crano, W. D. (1970), “Effects of Sex, Response Order, and Expertise in Conformity: A Dispositional Approach,” in: Sociometry, Vol. 33 (3). 239–252.
Crisci, R. and H. Kassinove (1973), “Effect of Perceived Expertise, Strength of Advice, and Environmental Setting on Parental Compliance,” in: Journal of Social Psychology, Vol. 89 (2), 245–250.
Crutchfield, D. (September 22, 2012), “Celebrity Endorsements Still Push Product Why, in the Era of Social Media, the Rewards Continue to Outweigh the Risks, ” http://adage.com/article/cmo-strategy/marketing-celebrity-endorsements-push-product/146023/.
Dean, D. H. and A. Biswas (2001), “Third-party Organization Endorsement of Products: an Advertising Cue Affecting Consumer Prepurchase Evaluation of Goods and Services,” in: Journal of Advertising, Vol. 30 (4), 41–57.
Eisend, M. and T. Langner (2010), “Immediate and Delayed Advertising Effects of Celebrity Endorsers' Attractiveness and Expertise,” in: International Journal of Advertising, Vol. 29 (4), 527–546.
Erdogan, B. Z.; Baker, M. J. and S. Tagg (2001), “Selecting Celebrity Endorsers: The Practitioner's Perspective,” in: Journal of Advertising Research, Vol. 41 (3), 39–48.
Goldberg, M. E. and J. Hartwick (1990), “The Effects of Advertiser Reputation and Extremity of Advertising Claim on Advertising Effectiveness,” in: Journal of Consumer Research, Vol. 17 (2), 172–179.
Goldsmith, R. E.; Lafferty, B. A. and S. J. Newell (2000), “The Impact of Corporate Credibility and Celebrity Credibility on Consumer Reaction to Advertisements and Brands,” in: Journal of Advertising, Vol. 29 (3), 43–54.
Hovland, C. I. and W. Weiss (1951), “The Influence of Source Credibility on Communication Effectiveness,” in: Public Opinion Quarterly, Vol. 15 (4), 635–650.
Joseph, W. B. (1982), “The Credibility of Physically Attractive Communicators: A Review,” in: Journal of Advertising, Vol. 11 (3), 15–24.
Kahle, L. R. and P. M. Homer (1985), “Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective,” in: Journal of Consumer Research, Vol. 11 (4), 954–961.
Koernig, S. K. and T. C. Boyd (2009), “To Catch a Tiger or Let Him Go: The Match-up Effect and Athlete Endorsers for Sport and Non-Sport Brands,” in: Sport Marketing Quarterly, Vol. 18 (1), 25–37.
Littler, J. (2008), “I Feel Your Pain”: Cosmopolitan Charity and the Public Fashioning of the Celebrity Soul,” in: Social Semiotics, Vol. 18 (2), 237–251.
Maddux, J. E. and R. W. Rogers (1980), “Effects of Source Expertness, Physical Attractiveness, and Supporting Arguments on Persuasion: A Case of Brains over Beauty,” in: Journal of Personality and Social Psychology, Vol. 39 (2), 235–244.
Maronick, T. J. (2006), “Celebrity versus Company President as Endorsers of High Risk Products for Elderly Consumers,” in: Journal of Promotion Management, Vol. 11 (4), 63–80.
McCracken, G. (1989), “Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process,” in: Journal of Consumer research. Vol. 16 (3), 310–321.
McCroskey, J. C. (1966), “Scales for the Measurement of Ethos,” Speech Monographs, Vol. 39 (4), 65–72.
McDonald, A. (Ocotoer 21, 2013), “9 Disliked Celebrities Who Deserve Another Chance,” http://www.huffingtonpost.com/2013/10/21/celebrities-you-shouldnt-hate_n_4097991.html.
McGinnies, E. and C. D. Ward (1980), “Better Liked Than Right Trustworthiness and Expertise as Factors in Credibility,” in: Personality and Social Psychology Bulletin, Vol. 6 (3), 467–472.
Mills, J. and E. Aronson (1965), “Opinion Change as a Function of the Communicator's Attractiveness and Desire to Influence,” in: Journal of Personality and Social Psychology, Vol. 1 (2), 173–177.
Miller, G. R. and J. Baseheart (1969), “Source Trustworthiness, Opinionated Statements, and Response to Persuasive Communication,” Speech Monographs, Vol. 36 (1), 1–7.
Ohanian, R. (1990), “Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness,” in: Journal of Advertising, Vol. 19 (3), 39–52.
Ohanian, R. (1991), “The Impact of Celebrity Spokespersons' Perceived Image on Consumers' Intention to Purchase,” in: Journal of Advertising Research. Vol. 31 (1), 46–54.
Patzer, G. L. (1983), “Source Credibility as a Function of Communicator Physical Aattractiveness,” in: Journal of Business Research, Vol. 11 (2), 229–241.
Pomerantz, D. (2013). “Oprah Winfrey Regains No. 1 Slot On Forbes 2013 List Of The Most Powerful Celebrities, ” http://www.forbes.com/sites/dorothypomerantz/2013/06/26/oprah-winfrey-regains-no-1-slot-on-forbes-2013-list-of-the-most-powerful-celebrities/
Pornpitakpan, C. (2004), “The Effect of Celebrity Endorsers' Perceived Credibility on Product Purchase Intention: The Case of Singaporeans,” in: Journal of International Consumer Marketing, Vol. 16 (2), 55–74.
Shayon, S. (February 9, 2011), “Celebrity Endorsements a Mixed Blessing,” http://www.brandchannel.com/home/post/2011/02/09/Celebrity-Endorsements-a-Mixed-Blessing.aspx.
Steadman, M. (1969), “How Sexy Illustrations Affect Brand Recall,” in: Journal of Advertising Research, Vol. 9 (1), 15–19.
Sternthal, B.; Phillips, L. W. and R. Dholakia (1978), “The Persuasive Effect of Scarce Credibility: A Situational Analysis,” in: Public Opinion Quarterly, Vol. 42 (3), 285–314.
Tantiseneepong, N.; Gorton, M.; and J. White (2012), “Evaluating Responses to Celebrity Endorsements Using Projective Techniques,” In: Qualitative Market Research: An International Journal, Vol. 15 (1), 57–69.
Whitehead Jr, J. L. (1968), “Factors of Source Credibility,” in: Quarterly Journal of Speech, Vol. 54 (1), 59–63.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2016 Springer Fachmedien Wiesbaden
About this chapter
Cite this chapter
Rifon, N., Jiang, M., Kim, S. (2016). Don’t Hate me Because I am Beautiful: Identifying the Relative Influence of Celebrity Attractiveness and Character Traits on Credibility. In: Verlegh, P., Voorveld, H., Eisend, M. (eds) Advances in Advertising Research (Vol. VI). European Advertising Academy. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-10558-7_11
Download citation
DOI: https://doi.org/10.1007/978-3-658-10558-7_11
Published:
Publisher Name: Springer Gabler, Wiesbaden
Print ISBN: 978-3-658-10557-0
Online ISBN: 978-3-658-10558-7
eBook Packages: Business and ManagementBusiness and Management (R0)