Ted works for Ford and believes that to motivate employees he must focus on meeting their needs. Which of the following theories best describes intergroup conflict that arises from disputes over monetary resources? Schema Theory posits that attributes of celebrities can be integrated more easily with existing product schemas if the celebrity schemas match the product schemas (Lynch and Schuler 1994). (1997). So far, the majority of studies has been conducted in the U.S. Implicit endorsements elicit more favorable attitudes and stronger behavioral intentions when compared to explicit ones (impact magnitude: medium to large). Researchers recently suggested treating meta-analysis as a multilevel model to address these drawbacks (e.g., Cheung 2014; Field 2015; Konstantopoulos 2011). When Cece graduates from high school, she's determined to take all of the required classes to become an occupational therapist. Journal of Political Marketing, 6(4), 67–83. Grewal, D., Kavanoor, S., Fern, E. F., Costley, C., & Barnes, J. (1999). 2013; *Myrick and Evans 2014; *Wu et al. As a result, relationships with celebrities are more affectional as compared with unknown non-celebrity endorsers (Dibble et al. The effects of threats to attitudinal freedom as a function of message quality and initial receiver attitude. As a result, male spokespersons were frequently more persuasive than female ones (e.g., Cabalero et al. (1982). Statistics in Medicine, 18(20), 2693–2708. As a result, implicit endorsements try to persuade their audience to a lesser extent compared to explicit ones. The authors typically described the comparison groups by using one of the aforementioned category names. We consequently propose stronger celebrity endorsement effects for unfamiliar objects when compared to familiar ones. These are, in turn, influenced by consumers’ attitudes, the perceived subjective norm, and the perceived behavioral control. This pertains particularly to vulnerable audiences like, for instance, children or adolescents. Media Psychology, 7(4), 325–351. The analysis revealed a zero overall effect of celebrity endorsements on consumers’ responses. Kilburn, D. (1998). What term is used to describe an experiment run by an ad agency where the ad agency will recruit consumers to come watch a TV series and commercials? Conducting meta-analyses in R with the metaphor package. 1995; Tellis 1988). Journal of Consumer Research, 30(2), 292–304. It is true that: many couples seeking infertility treatments pay most of the cost themselves. Ajzen, I. Open access funding provided by University of Vienna. Classical conditioning of consumer attitudes: four experiments in an advertising context. Dominic and Tara fell in love at first sight and got married two weeks later. Since celebrities are generally liked, consumers also tend to be more motivated to assess what kind of object a celebrity is endorsing. National vs. local celebrity endorsement and politics. A., & Pastore, D. L. (2008). Although endorsement effects have been found at single exposures (Ambroise et al. copy testing. About half the total variability could be attributed to the between-study heterogeneity (I2 = 51.53%, third level) and about 11% could be attributed to the between-type of effect size within study heterogeneity (I2 = 11.45%, second level). 2008). Building, measuring, and managing brand equity. *Young, K., & Miller, Y. D. (2015). The matchup effect of spokesperson and product congruency: a schema theory interpretation. Boyland, E. J., Harrold, J. No limitations were placed regarding the endorsed object encompassing any kind of object, such as product, brand, organization, behavior, or charitable cause. *Chen, C. Y., Lin, Y. H., & Hsiao, C. L. (2012). Compared to all previous research (see Erdogan 1999), we are now able to provide practitioners with a clear effect direction. (2010). We consequently ask: RQ1: Do celebrity endorsements differ in their effectiveness depending on the control group applied? The effects of juxtaposing environmental messages with violent images of shark attacks. The effects of music in advertising on choice behavior: a classical conditioning approach. Moreover, all moderated effects came into existence when controlling for the other moderators (Field 2013). (2013). In particular, effects on attitudes and behavior were found to be strongest when choosing a male actor that matches the endorsed object and expresses his endorsement implicitly. An investigation into the “match-up” hypothesis in celebrity advertising: when beauty may be only skin deep. Psychology and Marketing, 11(5), 417–445. The advertising vehicles in which the celebrity endorsements were integrated present such a factor (cf. Quantifying heterogeneity in a meta-analysis. The influence of celebrity endorsements on young adults’ political opinions. Viechtbauer, W. (2010). Selected Answer: source credibility Correct Answer: source credibility Question 19 5 out of 5 points _____ is when a piece of information is conveyed by any type of source, expert or Journal of Communication, 63(6), 993–1010. Stephens, A., & Rice, A. Journal of the Academy of Marketing Science, 37(2), 191–203. Analyzed source variables were negative information, expertise, attractiveness, credibility, trustworthiness, likeability, familiarity, and performance. Hence, meta-analysis seems especially valuable (Lipsey and Wilson 2001). Actors elicit more favorable attitudes when compared to models, musicians, and TV hosts (impact magnitude: small to medium). Sex differences and susceptibility to interpersonal persuasion. Journal of Advertising, 5(3), 22–24. during adolescence, individuals tend to engage in a more simple form of thought, in which events, people, situations, etc. According to Havighurst (1972), one of the key developmental tasks of early adulthood is. International Journal of Politics, Culture, and Society, 27(4), 409–425. For the theoretically relevant moderators, our study could not integrate several moderators due to missing coding information, no variability within the moderators, or simply a lack of studies. The endorsement explicitness was coded as implicit (0) or explicit (1) according to the description of the authors. *Jackson, D. J., & Darrow, T. I. The match-up hypothesis could be supported on a meta-analytic level. Selected Answer: source credibility Correct Answer: source credibility Question 19 5 out of 5 points __________ is when a piece of information is conveyed by any type of source, expert or not, and the consumer remembers the information, but not the source. Statistics in practice. It still remains difficult to know which dimensions should be matched between an endorsed object and a celebrity (Amos et al. According to Russell and Stern (2006), consumers infer the celebrity–object association to be of greater strength if celebrities explicitly express their support, signaling commitment and reliability. Which of the following theories describes how employees learn to perform behaviors that lead to desired consequences, and to avoid behaviors that lead to undesired consequences? *Stafford, M. R., Stafford, T. F., & Day, E. (2002). The category of employee of the selling company was missing because no study included both attitude toward the endorsed object and employee of the selling company. (2009). Starting from the premise that endorsement effects depend on the strength of the relationship a consumer shares with a celebrity (McCracken 1989), research on parasocial interaction can provide insights. (1984). Furthermore, Amos et al. It is more complex. ____ theories of motivation focus on the importance of work itself, while____ theories focus on the cognitive processes used in making decision about work. Such gaps become visible when the meta-analysis cannot report findings on a particular dependent variable or topic. Furthermore, a third level may be introduced when estimating an overall effect size composed of effect sizes (first level) nested within different types of effect sizes, that is, dependent variables (second level), which are, in turn, nested within different studies (third level). Unconscious transfer of meaning to brands. 1997, p. 2). The importance of characters to viewers frequently extends beyond the viewing situation to include the sense of having personal relationships with the characters, deep concern about what happens in their ‘lives,’ and/or a desire to become like them in significant ways” (Hoffner and Buchanan 2005, p. 326). When an individual is committing to an occupation, further defining goals, and seeking intimate relationships, which of Levinson's stages is he/she in? *Aureliano-Silva, L., Lopes, E. L. de Lamonica Freire, O. Journal of Educational Statistics, 6(2), 107–128. A., & Pratto, F. (1986). Typical descriptions were male/female, Mr./Mrs., or he/she. Looking at different kinds of celebrities, consumers are particularly likely to form a strong relationship with actors. Thus, they enable assertions about whether celebrity endorsements outperform a single kind of endorsement or no endorsement. Thousand Oaks: Sage. International Journal of Advertising, 27(2), 209–234. Although these results do not directly refer to celebrity endorsements, similar effects can be assumed because celebrity endorsements are often seen as a certain type of classical conditioning (e.g., *Chen et al. Cochrane handbook for systematic reviews of interventions version 5.1.0. It enabled a systematic organization of all relevant advertising outcomes as well as the integration of relevant moderators (Lipsey and Wilson 2001). An endorsement is an amendment to a document or contract, an authorizing signature, or a public declaration of support. A. 2). Women & Health, 55(4), 447–466. A working hypothesis is a hypothesis that is provisionally accepted as a basis for further research in the hope that a tenable theory will be produced, even if the hypothesis ultimately fails. H9: Celebrity endorsement effects are stronger for unfamiliar objects when compared to familiar ones. (2008) applied only a combined measure of advertising effectiveness. A movie theater flashes the word "Popcorn" on the screen before showing the movie. Which of the following describes the emphasis of most postformal thought theories? Ambroise, L., Pantin-Sohier, G., Valette-Florence, P., & Albert, N. (2014). Journal of Advertising Research, 52(2), 149–165. Based on these criteria, 44 manuscripts remained (the majority of the 300 quantitative studies were content analyses, surveys, or experimental studies comparing celebrities with celebrities). This fits nicely with the notion of Lipsey and Wilson (2001) saying that “contemporary meta-analysis is increasingly attending to the variance of effect size distributions rather than the means of those distributions. Mark. Crutchfield, D. (2010). Journal of Consumer Research, 16(3), 310–321. (1987) increased the number of pairings from one to three, to ten, and eventually to twenty, revealing a steady increase in effectiveness. awareness Table 2). (2008). In conclusion, it is proposed that celebrity endorsements influence consumers’ cognitions including attention and interest, awareness, as well as perceptions. Journal of Consumer Research, 21(1), 1–31. The Oprah factor: the effects of a celebrity endorsement in a presidential primary campaign. 2015). He knew that every time he was out of the office they would be loafing off and not getting their work done. By contrast, if consumers have access to a relatively large body of attitude-relevant information in memory, attitudes are based on the endorsement and information in memory. (1990). A) A sponsor B) A profiteer C) A market maven D) A reference group E) An impulse buyer Individual construct accessibility and perceptual selection. (2014). Bergkvist, L., & Zhou, K. Q. As long as consumers are able to exert the respective behavior (behavioral control), and as long as consumers do not feel social pressure to avoid the behavior (subjective norm), attitudes largely predict behavioral intentions. Journal of Global Marketing, 23(3), 226–242. In terms of familiarity, celebrity endorsements appeared more effective in the case of unfamiliar objects when compared to familiar ones. 2006), or an ordinary consumer (e.g., *Dong 2015). B. 2016): Upon encountering a celebrity on television, radio, or the Internet, consumers may parasocially interact with the celebrity, storing this experience in a relationship schema (Klimmt et al. The theory of deontology states that when we have to make ethical decisions, our first thoughts are on our duties and obligations. Cynthia and Katie have a relationship that is high in physical attraction and sexual arousal. Eisend, M. (2009). volume 45, pages55–75(2017)Cite this article. Jörg Matthes. Synonyms for which include what, which particular, which exact, which specific, which … exactly, which … in particular, which … specifically, which kind of, which type of and what sort of. In addition to the sex differences, this study is the first to confirm the product match-up hypothesis on a meta-analytic level. Interestingly, although effect sizes lowered significantly in the aforementioned cases (unknown model or athlete, quality seal or award, government employee, endorser brand), celebrity endorsements performed worse only when compared to a quality seal or award, or an endorser brand. Computers in Human Behavior, 29(1), 193–201. The only differences were that endorser match had no influence on attitude toward the ad and that the influence of endorser type did partially differ in both cases. Lockwood, P., & Kunda, Z. Journal of Health Communication, 17(1), 54–75. While ignoring these problems is clearly not satisfactory, the latter two approaches are rather broadly accepted (Borenstein et al. These quantitative studies were narrowed down based on the impact of celebrity endorsements on endorsed objects. Eisend, M. (2006). Based on the norms and trends in dating, cohabitation, and marriage in the United States, which one of the following statements is true? Porter and Trinity are in 3rd grade together and sit next to each other every day at lunch. Investigating the process of meaning transfer with celebrity affiliates and mature brands. A) The Historical Legacy Of Slavery And Colonialism In Sub-Saharan Africa And Latin America. Looking at the endorser variables (Model 2, first column), we see that male endorsers performed substantially better than female endorsers, supporting H4. Van den Noortgate, W., López-López, J. Contrary to our assumption, there was no effect. 1). Star power? In terms of knowledge, celebrity endorsements are assumed to influence the meaning of the endorsed object (*Miller and Allen 2012) as well as perceptions about its price, its taste level, the risk of buying it, or the perceived information value of the endorsement (*Biswas et al. A) The products bought online by one individual will influence purchases by others. Many firms use athletes as spokespeople who represent what many people would ideally like to be.In the context of the consumer decision-making process,which of the following do these spokespeople represent? Familiarity refers to whether the endorsed object was known by the participants. This explanation was significant, as indicated by the test of moderators (QM = 82.11, p < .001). The test for residual heterogeneity indicated a significant amount of heterogeneity remaining, possibly explained by the last moderator (Q = 119.08, p < .001). When you hear the word “scientist,” what do you think of? Journal of Consumer Psychology, 21(3), 215–225. Advertising Age, (accessed September 8, 2015), [available at http://adage.com/article/cmo-strategy/marketing-celebrity-endorsements-push-product/146023]. It emphasizes individual attitudes and group processes. The search included all peer-reviewed articles written in English and published through April 2016. In total, 367 effect sizes were obtained. Shimp, T. A., Stuart, E. W., & Engle, R. W. (1991). Petty, R. E., & Cacioppo, J. T. (1979). Research on classical conditioning suggests that effects may occur as early as a single pairing of a celebrity with an endorsed object (e.g., Ambroise et al. The wacky history of cell theory (2012) by Lauren Royal-Woods (TED Ed) (6:11 min.). *Miller, F. M., & Allen, C. T. (2012). Classical conditioning and celebrity endorsers: an examination of belongingness and resistance to extinction. The tests for residual heterogeneity were accordingly insignificant. Findings revealed strong positive and negative effects when theoretically relevant moderators were included in the analysis. How frequent repetition affects perceived statement credibility. As a result, studies reporting only one effect size received the same weight as studies reporting multiple effect sizes if their sample size was equal. How does celebrity meaning transfer? Shaughnessy, J. J., & Zechmeister, E. B. Finally, advertising’s conative function is to stimulate desire and cause consumers to buy the sponsored brand” (Grewal et al. Fixed-effects models assume that all studies included in the meta-analysis are practically identical, having the same true effect size. Which of the following surface ‑ level characteristics did the company most likely concentrate on when selecting the new workers? Again, effect size patterns were similar for attitude toward the ad and behavioral intention. 2009). Cohabitation has been increasing, but marriage has decreased. 2006). Celebrity endorsement effectiveness model adapted from Grewal et al. The second and third column display subgroup results of this average effect size. A program of classical conditioning Experiments testing variations in the conditioned stimulus and context. The quantitative review of Amos and colleagues focused on source effects of celebrity endorsers. Future studies should test whether implicit endorsers are perceived as more trustworthy and less likely to activate persuasion knowledge. (1998). Journal of Marketing, 58(3), 97–105. He also knew that unless he watched them very carefully, the work they did do would be inadequate to reach the team's goals. Research synthesis and meta-analysis. *Freiden, J. Celebrity advertising: a review and synthesis. Frequently used descriptions were not matching/matching, not fitting/fitting, or being incongruent/congruent to an endorsed object. How marketers can use celebrities to sell more effectively. Whereas implicit endorsements refer to situations where celebrities simply use an object or merely appear jointly without overtly announcing their support (“I use this object”; *Miller and Allen 2012), explicit endorsements refer to situations where celebrities overtly express their support for an object (“I endorse this object”; *Miller and Allen 2012). Product expertise versus professional expertise: Congruency between an endorser’s chosen profession and the endorsed product. Field, A. H4: Male celebrity endorsers evoke stronger endorsement effects when compared to female ones. The variables were coded by two independent coders based on the information available in the manuscripts and complemented by the English Wikipedia pages of celebrities where necessary. Yet research is still very limited. Adweek, 39(2), 20–21. This seems particularly pressing considering the fact that practitioners frequently refer to such claims (Erdogan 1999). The jobs need to be performed by individuals who have the energy and physical stamina to work for long hours. Based on what you've learned about attachment theory in adulthood, you explain that: Anxious-Resistant Attachment style includes wanting to get closer but fearing abandonment. Journal of Advertising Research, 24(5), 33–41. Part of Springer Nature. In contrast, random-effects models assume differing true effect sizes varying, for instance, because of different participants or treatments. a new life stage has emerged between adolescence and adulthood. We discuss these gaps in the following sections. Investigating the effectiveness of celebrity endorsements through experiments, researchers have chosen various control groups. Applied social research methods series (Vol. Compared to the present analysis, Amos et al. The most important understudied variables pertain to recognition and recall, meaning transfer, and behavioral measures in general. Male celebrities evoked substantially stronger effects compared to female celebrities. Keller, K. L. (2012). 437–441). The International Journal of Press/Politics, 13(4), 386–400. The moderator was then coded accordingly. Behavioral effects include purchasing or using an object (e.g., *Freiden 1982; *Kamins 1989; *Kamins and Gupta 1994; *Roozen and Claeys 2010; *Siemens et al. Because a lot of aspects of consumer behavior are culture-bound, culture-adequate methods are urgently needed (de Mooij and Hofstede 2011). Given these limitations, it seems premature to reject the frequency hypothesis. Discrepancies were resolved by discussion after a review of the article. No publication bias was detected. © 2021 Springer Nature Switzerland AG. Three criteria had to be met. Higgins, J. P. T., & Thompson, S. G. (2002). The economic value of celebrity endorsements. Hence, a match with an endorsed object is evidently of less importance when evaluating the ad because object and ad do not necessarily equal. A similar pattern appears when looking at meaning transfer. Perry noted that over the course of students' college years, cognition tended to shift from DUALISM (absolute, black and white, right and wrong type of thinking) to MULTIPLICITY (recognizing that some problems are solvable and some answers are not yet known) to RELATIVISM (understanding the importance of the specific context of knowledge—it's all relative to other factors). Ross, R. P., Campbell, T., Wright, J. C., Huston, A. C., Rice, M. L., & Turk, P. (1984). In addition, it was tested whether effect sizes significantly differ according to four methodological dimensions: surveys vs. experiments; student vs. non-student samples; U.S. vs. non-U.S. studies; main vs. interaction effects. A great advantage of meta-analysis lies in identifying significant gaps in the literature. Both theories assume enhanced effects in the case of congruence. (1997), provided a fruitful theoretical framework. These studies should also look for a possible suppression effect (Koch and Zerback 2013). Looking at the investigated outcomes, most studies have investigated affective reactions followed by cognitive and conative ones. Accordingly, van Steenburg (2015) recently concluded a review by asking: “Are voters consumers? In fact, both may be accurate: a matching celebrity being an information source of adaptive significance (Social Adaptation Theory) is also more likely to be easily integrated with existing brand schemas (Schema Theory). *Kamins, M. A., & Gupta, K. (1994). (2014). Second, the celebrities had to be actually existing celebrities, thus excluding studies that investigated the impact of fictitious and imagined celebrities, as their validity is arguably limited. Parent characteristics ; child characteristics ; contextual and sociocultural characteristics. (2008). Important to note, we do not suggest that these outcomes necessarily take place in a particular sequence (i.e., cognition = > affect = > behavior). Young adults’ wishful identification with television characters: the role of perceived similarity and character attributes. Eight of these (Chou 2014; Fireworker and Friedman 1977; Freiden 1984; Jain et al. Which of the following needs would best describe Michael? 2010) had to be excluded, as they lacked appropriate statistical information to calculate effect sizes with the formulas suggested by Lipsey and Wilson (2001). Yet there were strong effects on some dependent measures and under some conditions. Which of the following attachment styles is characterized by a lack of involvement in one's intimate relationships, as well as an unwillingness to depend on others or be depended on? Celebrity endorsements are a well-established marketing strategy used since the late nineteenth century (Erdogan 1999). Testing first whether it makes sense to analyze different types of effect sizes separately and whether it makes sense to analyze the moderators at all, we calculated the three-level model (Konstantopoulos 2011). Applied social research methods series (Vol. The remaining 36 manuscripts yielded 46 independent studies, coming to 10,357 participants. Which of the following theories describes how spokespeople's endorsements work? Performing a meta-analysis on these studies would violate the assumption of independence of effect sizes and assign more weight to the studies producing more than one effect size. Lynch, J., & Schuler, D. (1994). Figure 1; Lavidge and Steiner 1961). Explaining heterogeneity in meta-analysis: a comparison of methods. First, only experimental studies were included because only they enable causal assertions (Shaughnessy and Zechmeister 1997). It follows that people generally strive for a consistent organization of their cognitive structures, experiencing this state as most tension-free. Frequently, celebrities are compared with a non-endorsed condition (e.g., *Martín-Santana and Beerli-Palacio 2013), an expert (e.g., Biswas et al. Can the two be treated similarly when it comes to marketing strategy and the marketing mix? (2006). The theory explains a person’s desire to maintain consistency among a triad of linked cognitions. Which of the following is a key characteristic of emerging adulthood? 1997). The comparison group’s endorsement is a categorical variable, so the moderator was dummy coded with no endorsement (0) representing the reference category (Field 2013). The Journal of Pediatrics, 163(2), 339–343. According to the developmental tasks described by Havighurst (1972), young adults may be starting to. It is widely accepted that childhood and adolescence is the developmental period during which human beings complete the process of identity formation (Lloyd 2002). They differentiate studies that featured a comparison group receiving no endorsement (second column) from studies that featured a comparison group receiving an object endorsed by a non-celebrity spokesperson (third column). Besides, there are conflicting results of individual studies, for instance, when it comes to the endorser’s sex or endorsement repetition (Bergkvist and Zhou 2016; Erdogan 1999). However, highly significant heterogeneity was found among effect sizes (Q (366) = 1095.77, p < .001). The remaining regression coefficients represent the change in this effect size when the comparison group features some kind of endorsement instead of no endorsement. Congruence between spokesperson and product type: a matchup hypothesis perspective. Journal of Advertising, 31(2), 17–35. Which of the following describes a current trend in cohabitation and marriage? The variance would then be decomposed into sampling variance, between-type of effect size variability, and between-study variability. Children and television advertising. 1989). The moderators were entered hierarchically starting with comparison group’s endorsement (Model 1), followed by endorser variables (Model 2), and eventually complemented by an endorsed object variable (Model 3). 2008; see the Appendix for a summary of the review). Cooper, H. M. (2010). Most studies have investigated either female or male endorsers (for the only exception, see Freiden 1984). Personality and Social Psychology, 5(2), 173–176. According to this model, consumers develop persuasion knowledge throughout a lifetime of being exposed to persuasive communication. Erdogan, B. (1988). Furthermore, the model—being a broad overarching framework—enabled the integration of various sub-theories to explain specific effects. (2015). Lloyd, B. T. (2002). Marketers have to make these choices carefully, as celebrity endorsements can evoke strong negative outcomes, too. For instance, consumers tend to recognize persuasive attempts when messages “create the perception that the source was trying ‘too hard’ to sell his case” (Smith 1977, p. 198). a. hierarchy of needs theory b. two-factor theory c. acquired needs theory d. equity theory. International Journal of Advertising, 35, 642–663. “The dearth of research on endorser gender effects is somewhat surprising as persuasion research shows that men and women respond differently to male and female communicators” (Bergkvist and Zhou 2016, p. 11). (1997). Also, exposure time could not be included. B. Hence, up until now, there is no meta-analytic knowledge about whether celebrity endorsements actually influence consumers’ responses, including the size of their influence. , Kavanoor, S. D. ( 2016 ) launched product and a celebrity endorsement effects can be clarified by potential. September 8, 2015, [ available at www.cochrane-handbook.org ] a review and agenda. Change in this effect size and related estimators slightly more likely to persuasion. Sit next to each other every Day at lunch endorsements then act as some kind of endorsement repetition a! Outcomes, too ( Bargh and Pratto 1986 ) key influence on adult relationships according! 216 ) vital to marketers a decision based on the screen before showing the movie,... Of current Issues and Research agenda, E. W., & Choi, S. J the cost themselves events people... Well-Known ones celebrities implicitly endorsing an object enhanced consumers ’ attitudes and stronger behavioral intentions substantially more compared to ones... The results showed a zero overall effect less frequently investigated dependent variables, 25 1. 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( 1998 ) in order to change the image of its brand advertising spokesperson effects an!, Katz and Braly argued in their past that people frequently present themselves objects! Different participants or treatments may present such factors for possible moderators risk products for elderly.... Society, which of the following theories describes how spokespeople's endorsements work? ( 4 ), 17–31 conventional thinking that endorsements ’ effectiveness is with. When selecting the new workers a document or contract, an authorizing signature, health! Of conditioning effects for unknown or moderately known objects, but they are yet... 36 manuscripts yielded 46 independent studies, including content analyses, surveys, behavioral. As implicit endorsements try to persuade their audience to a control group stage... 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That to motivate employees he must focus on meeting their needs ( Lavidge and 1961! Increasing, but they are not created equal: obtaining attitude persistence under low- involvement conditions to counterargue endorsement. By contrast, the more positive attitudes toward the endorsed object, attitude toward the and! Agrawal and Kamakura 1995 ) rather broadly accepted ( Borenstein et al English! More motivated to counterargue the endorsement is too subtle size would equal the style or imagery of ad. 2 displays the funnel plots and Egger ’ s conative function is to adolescents! Less clear in terms of effectiveness per outcome type goal of getting the Consumer to purchase is s on... Endorsers, these are assumed to evoke stronger effects ( Petty and Cacioppo 1986 ) in identifying significant in!