The Ron Burgundy Effect: Exploring Differences Between Actors and Characters on Endorsement Effectiveness

Jennifer Jeffrey, Western University, Canada
Matthew Thomson, Western University, Canada
Allison R. Johnson, Western University, Canada
Advertisers have revived the practice of using fictional characters as product endorsers. In this research we argue that consumers feel more intimately connected to their favoured characters than they do favoured actors, which results in less updating when presented with new information. Potential benefits of character endorsement are discussed.
[ to cite ]:
Jennifer Jeffrey, Matthew Thomson, and Allison R. Johnson (2014) ,"The Ron Burgundy Effect: Exploring Differences Between Actors and Characters on Endorsement Effectiveness", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 788-788.