The effects of schema congruity on consumer response to celebrity advertising

Harmon-Kizer, Tracy R.

doi:10.1080/13527266.2014.975831

Cited by 15 publications

(9 citation statements)

References 19 publications

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“…Consumers showed more positive attitude and a higher WTS when the primed celebrity used an endorsement style consistent with the image of the on-screen character played by him than when the association was inconsistent. Overall, the pattern of results is supported by literature on the match-up hypothesis, whereby a match between the message conveyed by the image of the celebrity and the message about the endorsed brand enhances advertising effectiveness (Kahle and Homer, 1985;Harmon-Kizer, 2017).…”

Section: Discussion Of Studysupporting

confidence: 61%

Priming effect of celebrities on consumer response toward endorsed brands: an experimental investigation

Nagar

2021

JCM

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Purpose Moving beyond the concept of congruence between celebrity image and brand image, this study explores a new domain in which to investigate the match-up hypothesis. Specifically, this study aims to understand the extent to which consumers engage in more indulgent behavior when participants are primed with a celebrity with a certain perceived lifestyle. Design/methodology/approach Two independent experiments were undertaken to observe consumer reactions to advertisements using celebrities as priming stimulus. Experiment 1 featured a 2 (perceived celebrity lifestyle) × 3 (celebrity persuasion style) between-subjects design, while a follow-up study featured a 2 (celebrity’s on-screen portrayal) × 3 (celebrity persuasion style) between-subjects factorial design. Findings Results support the proposition that celebrities cause priming effects such that consumers’ attitude and willingness to spend (WTS) on the endorsed brand depends on their perception of the celebrity’s lifestyle. Participants exposed to a perceived high-flamboyant-lifestyle celebrity had a more positive attitude toward the endorsed brand and were more willing to spend money when the celebrity used a “spend money” persuasion style than when the celebrity used a “save money” persuasion style in endorsements. Findings of a follow-up study suggest that exposure to a celebrity playing a flamboyant character on-screen was seen to be associated with a positive attitude toward the brand and increased WTS, than exposure to a celebrity playing a less flamboyant character on-screen. Originality/value Although effects of person primes are evidenced in the literature, previous studies are silent on the impact of presenting celebrities as priming stimulus. This study extends the idea of priming using a social category that has not been explored before, namely, celebrities and explores the effect that celebrity priming has on activating specific consumer response behavior.

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Section: Discussion Of Studysupporting

confidence: 61%

Priming effect of celebrities on consumer response toward endorsed brands: an experimental investigation

Nagar

2021

JCM

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“…Meyers‐Levy and Tybout (1989) suggested that a moderate level of incongruence between an expectation and an object could be beneficial if it is perceived as unexpected and interesting. This might even elicit a positive effect on ad and brand attitude (Harmon‐Kizer, 2014). Against this backdrop, it could be investigated whether a mismatch may have contradictory effects in the context of influencer marketing.…”

Section: Discussionmentioning

confidence: 99%

The complex triad of congruence issues in influencer marketing

Mettenheim

Wiedmann

2021

J of Consumer Behaviour

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Finding a fitting endorser has proven to be one of the most delicate and critical tasks of influencer marketing. This research explores the relevance of the congruency of the influencer personality with (1) brand personality and consumers' (2) actual/(3) ideal selves. Additionally, the (4) moderating role of involvement is considered, the impacts on post attitude/belief, brand trust and purchase intention are thereby studied. The novelty of this study lies in the integral examination of the types of congruencies and involvement in the context of influencer marketing as well as the consideration of their impact on the brand‐related variables. Based on an online survey with 547 participants analyzed by means of structural equation modeling in SmartPLS, partly counterintuitive findings were produced. When the involvement level rises, congruence with consumers' actual selves becomes more important. Under low‐involvement conditions, practitioners should pay more attention to influencers' fit with consumers' ideal selves. An adequate fit between brand and endorser is paramount and becomes even more important under high‐involvement conditions. Overall, this study reveals that the three types of congruency and involvement interact in a very unique way in the context of influencer marketing.

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“…One stream of studies showed that a match between an endorser and brand led to better communication effects (Kamins, 1990;Till and Busler, 2000;Lee and Thorson, 2008), as a congruent context helps potential consumers understand the advertising (Goodstein, 1993;Kamins and Kamal, 1994). Another line of research showed an opposite effect: Mismatch between the endorser and brand improved purchase intensions (Debevec and Iyer, 1986;Ryu et al, 2006;Törn, 2012;Harmon-Kizer, 2017), perhaps by inducing curiosity and interest in the brand and in turn enhancing the consumer's positive attitude. The equivocal effects of schema congruency on a consumer's attitude could be due to the multifaceted nature of attitude.…”

Section: Applications Of Schemasmentioning

confidence: 99%

“…Cognitive psychologists tend to adopt an information-processing view to analyze human behavior, and therefore memory performance is often used an index for behavior efficiency. In the advertising literature, however, researchers are more concerned with attitude or purchase intention (Kamins, 1990;Kamins and Kamal, 1994;Ryu et al, 2006;Törn, 2012;Harmon-Kizer, 2017). Attitude is a multifaceted construct that is composed of affect, behavior, and cognition (Eagly and Chaiken, 1998;Van den Berg et al, 2006).…”

Section: Effect Of Stereotype Congruency On Purchase Intentionmentioning

confidence: 99%

How Does Gender Stereotype Affect the Memory of Advertisements? A Behavioral and Electroencephalography Study

King²,

Lin

2020

Front. Psychol.

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Previous studies have shown equivocal results about whether atypical or unusual events, compared with typical ones, facilitate or inhibit memory. We suspect that the indefinite findings could be partly due to the recall task used in these studies, as the participants might have used inference instead of recall in their responses. In the present study, we tested the recognition memory for real (Experiment 1) and fabricated (Experiment 2) advertisements, which could be congruent or incongruent with gender stereotypes. In congruent advertisements, a female endorser presented a traditionally considered feminine product or a male endorser presented a traditionally considered masculine product, whereas the gender-product type matching reversed in incongruent advertisements. The results of both behavioral experiments revealed that the participants' memory performance for stereotype-incongruent advertisements was higher than for congruent ones. In the event-related potential (ERP) recordings in Experiment 3, larger positive amplitudes were found for stereotype-incongruent advertisements than for congruent advertisements on the left parietal sites, suggesting a deeper encoding process for stereotype-incongruent information than for stereotypecongruent information.

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The effects of schema congruity on consumer response to celebrity advertising

Cited by 15 publications

References 19 publications

Priming effect of celebrities on consumer response toward endorsed brands: an experimental investigation

Priming effect of celebrities on consumer response toward endorsed brands: an experimental investigation

The complex triad of congruence issues in influencer marketing

How Does Gender Stereotype Affect the Memory of Advertisements? A Behavioral and Electroencephalography Study

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