Dimentional Relationships of Recall and Recognition

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

IL http://find.galegroup.com/gtx/start.do?prodId=EAIM&userGroupName=leicester

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 viewer's 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

TX

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 viewer's

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