When Celebrity Ad Placements Backfire

A common advertising practice involves using celebrities in ads placed within media content featuring the same celebrities. Results show a positive main effect of this strategy on attention and recall, but attitudes depend on celebrity-product matches. Effects are based on consumers’ motivation to process celebrity ads rather than processing ease.



Citation:

Claudiu Dimofte and Negin Latifi Kasani (2016) ,"When Celebrity Ad Placements Backfire ", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 231-235.

Authors

Claudiu Dimofte, San Diego State, USA
Negin Latifi Kasani, ESSEC Business School



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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