From Fame to Fortune: a Meta-Analytic Review of Celebrity Endorsements in Persuasive Communication

ABSTRACT - Although communicator characteristics are widely assumed to enable persuasion, disparate literature and their sometimes contradictory findings have made the source effects phenomenon not well understood. While integrated research is so far only narrative of nature, the present paper addresses spokesperson effects by means of a meta-analysis. By contrasting the persuasive impact of celebrity endorsers against that of experts, models, and typical consumers, the celebrity as a potential tool for persuasion is explored. The persuasive impact of celebrities was found to vary strongly between spokespersons as well as effects. Both substantive and methodological variables showed to mediate celebrity endorser effectiveness.



Citation:

Angela van der Lee and Bas van den Putte (2001) ,"From Fame to Fortune: a Meta-Analytic Review of Celebrity Endorsements in Persuasive Communication", in E - European Advances in Consumer Research Volume 5, eds. Andrea Groeppel-Klien and Frank-Rudolf Esch, Provo, UT : Association for Consumer Research, Pages: 156.

European Advances in Consumer Research Volume 5, 2001      Page 156

FROM FAME TO FORTUNE: A META-ANALYTIC REVIEW OF CELEBRITY ENDORSEMENTS IN PERSUASIVE COMMUNICATION

Angela van der Lee, University of Amsterdam, The Netherlands

Bas van den Putte, University of Amsterdam, The Netherlands

ABSTRACT -

Although communicator characteristics are widely assumed to enable persuasion, disparate literature and their sometimes contradictory findings have made the source effects phenomenon not well understood. While integrated research is so far only narrative of nature, the present paper addresses spokesperson effects by means of a meta-analysis. By contrasting the persuasive impact of celebrity endorsers against that of experts, models, and typical consumers, the celebrity as a potential tool for persuasion is explored. The persuasive impact of celebrities was found to vary strongly between spokespersons as well as effects. Both substantive and methodological variables showed to mediate celebrity endorser effectiveness.

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Authors

Angela van der Lee, University of Amsterdam, The Netherlands
Bas van den Putte, University of Amsterdam, The Netherlands



Volume

E - European Advances in Consumer Research Volume 5 | 2001



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