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

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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 39 | 2011



Share Proceeding

Featured papers

See More

Featured

Cultural Values and Consumers’ Brand Preference

Jessie J. Wang, Miami University, Ohio
Ashok K Lalwani, Indiana University, USA
Devon DelVecchio, Miami University, Ohio

Read More

Featured

The Self-Bolstering Effects of Repeated Affirmations over Time

Alejandra Rodriguez, Oklahoma State University, USA
Ted Matherly, Oklahoma State University, USA

Read More

Featured

Gaze Reflects Loss Aversion

Feng Sheng, University of Pennsylvania, USA
Arjun Ramakrishnan, University of Pennsylvania, USA
Darsol Seok, University of Pennsylvania, USA
Puti Cen, University of Pennsylvania, USA
Michael Platt, University of Pennsylvania, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.