Rowley, MG and Gilman, H and Sherman, S (2018) Investigating the celebrity effect: the influence of well-liked celebrities on adults' explicit and implicit attitudes to brands and brand choice. Psychology of Popular Media Culture. ISSN 2160-4142

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Abstract

Celebrities are used within advertisements in an attempt to impact positively on consumers’ attitudes towards brands, purchase intentions, and ad believability. However, the findings from previous research on the effects of celebrity liking on brand evaluations have been mixed. In the study presented here explicit and implicit responses to brands were more positive after pairing with well-liked celebrities (p < .01) and more positive than for brands paired with non-celebrities (p < .001). Participants also demonstrated a preference for celebrity-paired brands in their brand choices (p < .001). Participants’ general accuracy-based advertising scepticism was negatively correlated with explicit celebrity brand preferences (p < .05) whereas affect-based scepticism was negatively correlated with implicit (p < .05) preferences. These results are discussed in relation to the contextual and attitudinal factors that might trigger resistance to the effects of celebrity endorsement as well as the underlying psychological processes involved in responding to ads.

Item Type: Article
Additional Information: This is the accepted author manuscript (AAM). The final published version (version of record) will be available online via American Psychological Association at http://www.apa.org/pubs/journals/ppm/index.aspx - please refer to any applicable terms of use of the publisher.
Uncontrolled Keywords: celebrity brands, advertising effectiveness, implicit responses, explicit responses, advertising literacy
Subjects: B Philosophy. Psychology. Religion > BF Psychology
H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of products
Divisions: Faculty of Natural Sciences > School of Psychology
Depositing User: Symplectic
Date Deposited: 17 May 2018 13:19
Last Modified: 17 May 2018 13:21
URI: http://eprints.keele.ac.uk/id/eprint/4914

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