Like ‘Em Or Leave ‘Em: Prior Beliefs and Correspondent Inferences Spark Endorser Effectiveness

Sommer Kapitan, University of Texas at San Antonio, USA
David H. Silvera, University of Texas at San Antonio, USA
Maria L. Cronley, Miami Univeristy, USA
How do a consumer’s prior beliefs about a celebrity endorser impact the endorser’s effectiveness? We propose that attributions are a key mechanism for endorser effectiveness. In this study, we show that likeability serves both as a heuristic cue for unmotivated consumers, and as a product argument for motivated consumers. When endorsers are unpaid, likeability is a simple source cue that results in stronger correspondent inferences. But when paid, endorsers only realize stronger inferences when a motivated consumer perceives the celebrity is likeable. This weighs heavily into endorsement effectiveness because attributions correlate with attitudes toward the advertisement and brand.
[ to cite ]:
Sommer Kapitan, David H. Silvera, and Maria L. Cronley (2011) ,"Like ‘Em Or Leave ‘Em: Prior Beliefs and Correspondent Inferences Spark Endorser Effectiveness", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 818-819.