The Effects of Informational and Transformational Motivations on Responses Toward Celebrity Endorsements

This research examines the relationship between dimensions of celebrity endorser credibility (attractiveness, expertise, trustworthiness) and consumer motivation (informational and transformational). The first study reveals that attitude and purchase intention of adult consumers are driven by celebrity endorsers’ trustworthiness upon exposure to ads for products with informational motivations and by their attractiveness when the ads are for products with transformational motivations. The second study shows that celebrity expertise is the primary determinant of informational processing, while attractiveness is the principal variable driving transformational processing.



Citation:

Kenneth Lord and Sanjay Putrevu (2009) ,"The Effects of Informational and Transformational Motivations on Responses Toward Celebrity Endorsements", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 291-293.

Authors

Kenneth Lord, The University of Scranton, USA
Sanjay Putrevu, University at Albany, SUNY, USA



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009



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