'Do I Know You?': Constraints on the Recognition of the Celebrity Endorser

Geraldine R Henderson, The University of Texas at Austin
Jerome D. Williams, The University of Texas at Austin

‘Do I know you?’:

constraints on the recognition of the CELEBRITY ENDORSER

 

Geraldine R. Henderson, University of Texas at Austin

Jerome D. Williams, University of Texas at Austin

Carol M. Motley, Howard University

 

We explore a celebrity recognition framework in which the ability to recognize other-race faces is based upon not only the race of the viewer relative to the celebrity, but also the amount of exposure/familiarity the viewer has had with others who are of the same race as the celebrity.    The other-race-effect is pertinent for marketing researchers to understand because it has significant implications for not only multicultural celebrity facial recognition in advertising, but also for other marketing-related issues, including customer service, direct marketing, and personal selling.
[ to cite ]:
Geraldine R Henderson and Jerome D. Williams (2006) ,"'Do I Know You?': Constraints on the Recognition of the Celebrity Endorser", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 305-306.