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

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