This research aims to compare the persuasive effectiveness and attitudes change induced in the case of famous and non famous endorser in advertisement. An experimentation was conducted by 290 tunisian women. Our empirical results showed that the non celebrity spokesperson was more credible and generated more favourable attitudes towards advertising, brand and purchase intent than celebrity spokesperson.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.