Celebrity poses and consumer attitudes in endorsement advertisements
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 18 March 2019
Issue publication date: 21 August 2019
Abstract
Purpose
The purpose of this paper is to investigate the effects of celebrity’s poses on consumer attitudes towards the endorsement advertisement by drawing from perceptual fluency hypotheses.
Design/methodology/approach
Study 1 used a single-factor, two-condition (distinctive pose and casual pose) between-subject design. Both Study 2a and Study 2b employed a single-factor, two-condition (distinctive pose, casual pose) between-subject design and tested the mediator of pose matchiness. Study 3 employed a 2 (pose condition: distinctive, casual)×2 (cognitive capacity: no load, load) between-subject design to test the moderator. All data were sourced from more than 600 respondents in China.
Findings
Study 1 illustrated that the existence of a distinctive pose can lead to higher consumer attitudes regarding advertising stimuli and the endorsed brands as well as more positive behavioural intentions towards endorsed products. Study 2a and Study 2b replicated such finding and demonstrated that the feeling of pose matchiness mediates the relationship between celebrities’ pose and endorsement outcomes. Study 3 further revealed that the cognitive capacity moderates such a relationship, that is, that the effect of a distinctive pose is stronger (lesser) when audiences’ cognitive capacity is loaded (not loaded).
Originality/value
Research efforts to date examining the nature of celebrity advertisement have been limited to celebrity’s faces and facial expressions. Little investigation in the marketing domain has considered the consequences of celebrities’ poses. This study takes the first step in revealing the positive effect of distinctive celebrity poses in product endorsement.
Keywords
Acknowledgements
The work was funded by research committee of University of Macau (Ref. Nos MYRG2018-00078-FBA and MYRG2019-00037-FBA).
Citation
Liu, Y. and Liu, M.T. (2019), "Celebrity poses and consumer attitudes in endorsement advertisements", Asia Pacific Journal of Marketing and Logistics, Vol. 31 No. 4, pp. 1027-1041. https://doi.org/10.1108/APJML-07-2018-0270
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited