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- Title
Informational and Transformational Responses to Celebrity Endorsements.
- Authors
Lord, Kenneth R.; Putrevu, Sanjay
- 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.
- Subjects
ADVERTISING endorsements; CELEBRITIES; ADVERTISING; DETERMINANTS (Mathematics); TEENAGE consumers; TRUTHFULNESS &; falsehood
- Publication
Journal of Current Issues & Research in Advertising (CTC Press), 2009, Vol 31, Issue 1, p1
- ISSN
1064-1734
- Publication type
Article
- DOI
10.1080/10641734.2009.10505253