Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement

Petty, Richard E.; Cacioppo, John T.; Schumann, David W.

doi:10.1086/208954

Cited by 3,470 publications

(2,758 citation statements)

References 45 publications

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“…Consumer research has indeed shown that celebrity endorsement may enhance the recall of advertising messages, increase the recognition of brand names and make advertisements more believable (Friedman and Friedman, 1979;Kamins et al, 1989;Petty et al, 1983). However, whether celebrities are also able to improve purchase intentions is less clear.…”

Section: Introductionmentioning

confidence: 99%

Celebrities and shoes on the female brain: The neural correlates of product evaluation in the context of fame

Stallen¹,

Smidts²,

Rijpkema³

et al. 2010

Journal of Economic Psychology

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AND KEYWORDS AbstractCelebrity endorsement is omnipresent. However, despite its prevalence, it is unclear why celebrities are more persuasive than (equally attractive) non-famous endorsers. The present study investigates which processes underlie the effect of fame on product memory and purchase intention by the use of functional magnetic resonance imaging methods. We find an increase in activity in the medial orbitofrontal cortex (mOFC) underlying the processing of celebrity-product pairings. This finding suggests that the effectiveness of celebrities stems from a transfer of positive affect from celebrity to product. Additional neuroimaging results indicate that this positive affect is elicited by the spontaneous retrieval of explicit memories associated with the celebrity endorser. Also, we demonstrate that neither the activation of implicit memories of earlier exposures nor an increase in attentional processing is essential for a celebrity advertisement to be effective. By explaining the neural mechanism of fame, our results illustrate how neuroscience may contribute to a better understanding of consumer behavior.Free Keywords celebrity endorsement, persuasion, medial orbital frontal cortex, affect transfer, neuromarketing, Celebrity endorsement is omnipresent. However, despite its prevalence, it is unclear why celebrities are more persuasive than (equally attractive) non-famous endorsers. The present study investigates which processes underlie the effect of fame on product memory and purchase intention by the use of functional magnetic resonance imaging methods. We find an increase in activity in the medial orbitofrontal cortex (mOFC) underlying the processing of celebrity-product pairings. This finding suggests that the effectiveness of celebrities stems from a transfer of positive affect from celebrity to product. Additional neuroimaging results indicate that this positive affect is elicited by the spontaneous retrieval of explicit memories associated with the celebrity endorser. Also, we demonstrate that neither the activation of implicit memories of earlier exposures nor an increase in attentional processing is essential for a celebrity advertisement to be effective. By explaining the neural mechanism of fame, our results illustrate how neuroscience may contribute to a better understanding of consumer behavior.2

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Section: Introductionmentioning

confidence: 99%

Celebrities and shoes on the female brain: The neural correlates of product evaluation in the context of fame

Stallen¹,

Smidts²,

Rijpkema³

et al. 2010

Journal of Economic Psychology

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show abstract

“…Level of involvement is determined with respect to how much active engagement is needed for productfocused judgment and decision-making (Petty, Cacioppo, and Schumann 1983;Zaichkowsky 1985). Consumers develop diversified involvement levels through product categories (Manzur et al, 2012).…”

Section: Product Involvementmentioning

confidence: 99%

What Makes Consumers Recall Banner Ads in Mobile Applications

Çiçek

Eren-Erdoğmuş

Daştan

2017

emaj

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The uses of mobile advertisements are increasing their popularity across the world. Companies can gather information about the mobile users based on their locations, lifestyle, and preferences via GPS, cookies and browsing history and embed highly personalized banner ads in mobile applications. However, in the literature there is hardly any work on the effectiveness of these highly personalized in-app banner ads. The aim of the study is to reveal which factors affect the effectiveness of in-app banner ads. An experimental study was designed and 209 subjects participated. The results of Ordinal Logistic Regression indicated that prior brand attitude and attitude towards application have a positive effect, whil e brand engagement with self-concept has a negative effect on the recall of in-app banner ads. Moreover, in-app banner ads are recalled more when they are located in landscape applications and positioned at the top part of the screen. This research provides some implications for future studies and practitioners.

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“…Favourable brand responses are likely when consumers perceive a celebrity -brand pairing as relevant (Keller, 2013), use of celebrity in an advertisement amplify brand awareness, draw the attention of celebrity's fans, augment trial and purchase confidence (Chan et al, 2013), advertisers too strongly believe that celebrity involvement enhance effectiveness of advertising, enhance brand recall, recognition, purchase intentions and follow-through (Spry et al, 2011). Celebrity's physical attractiveness matters for purchase intention especially when the product is used to enhances the physical appearance and physically attractive celebrities are more effective, eventually result in positive consumer preference (Biswas et al, 2006;Erdogan, 1999;Joseph, 1982;Kamins, 1990;Petroshius and Crocker, 1989;Petty et al, 1983;Tantiseneepong et al, 2012;Till and Busler, 2000). Further the likeability of celebrity is also crucial including their physical attractiveness, expertise and trustworthiness (Biswas et al, 2006;Kamins, 1990;Tantiseneepong et al, 2012).…”

Section: Celebrity Endorsementmentioning

confidence: 99%

Consumer preference for electronic consumer durable goods in India: a conjoint analysis approach

Kulshreshtha

Bajpai

Tripathi

2017

IJBFMI

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Abstract:The second highest population of consumers with different wants and preferences, India is a place where MNCs have ample opportunities to cater variety of products. The purpose of this paper is to examine the Indian consumers' decision making regarding consumer durable goods i.e., split air-conditioner on the basis of several factors like brand equity, price, advertisement type, celebrity, country-of-origin under multi cue situation. In this study, firstly the evaluation is made about the impact of perceived difference among brand equity, price, advertisement, celebrity endorsement and country of origin on product preference. Secondly the relative importance of these attributes is being determined using part-worth analysis. Five relevant research questions were framed and tested. An orthogonal design was used to develop different product profiles which respondents could evaluate.

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Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement

Cited by 3,470 publications

References 45 publications

Celebrities and shoes on the female brain: The neural correlates of product evaluation in the context of fame

Celebrities and shoes on the female brain: The neural correlates of product evaluation in the context of fame

What Makes Consumers Recall Banner Ads in Mobile Applications

Consumer preference for electronic consumer durable goods in India: a conjoint analysis approach

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