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.
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.
Claudiu Dimofte, San Diego State, USA
Negin Latifi Kasani, ESSEC Business School
NA - Advances in Consumer Research Volume 44 | 2016
N1. The Experiential Advantage in Eudaimonic Well-being – An Experimental Assessment
Aditya Gupta, University of Nebraska-Lincoln
James Gentry, University of Nebraska-Lincoln
Conducting Consumer-Relevant Research
Jeffrey Inman, University of Pittsburgh, USA
Margaret C. Campbell, University of Colorado, USA
Amna Kirmani, University of Maryland, USA
Linda L Price, University of Oregon, USA
Do Altruistic Individuals "Share" More Contents on Social Media?
Travis Tae Oh, Columbia University, USA
Keith Wilcox, Columbia University, USA