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The effect of female celebrity spokesperson in FMCG advertising: neuromarketing approach

Lina Pileliene (Department of Marketing, Vytauto Didziojo Universitetas, Kaunas, Lithuania)
Viktorija Grigaliunaite (Department of Marketing, Vytauto Didziojo Universitetas, Kaunas, Lithuania)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 8 May 2017




The purpose of this paper is to develop guidelines for the selection of a female advertising spokesperson and brand position regarding the selected spokesperson in the context of fast-moving consumer goods (FMCG) advertising.


The paper presents findings using both neuromarketing and traditional marketing research methods.


The findings are based on the results of P300 event-related brain potentials, eye-tracking experiments and a questionnaire research. It was concluded that a famous female spokesperson indeed has a significant effect on FMCG advertising effectiveness.

Practical implications

The selection of a female celebrity spokesperson when seeking FMCG advertising effectiveness depends on the primary determined aim of marketing communication. If the aim of the advertising campaign is to form attitude, then selecting a celebrity as the FMCG advertising spokesperson is recommended, but if the aim of the FMCG advertising campaign is to enhance brand awareness, it is recommended to select a non-celebrity spokesperson. Furthermore, the brand should be presented at the top of the advertisement’s layout, particularly when a celebrity is chosen as a spokesperson because this allows lowering the possibility of the “vampire effect” occurrence.


As a study on the effect of a female spokesperson on FMCG advertising effectiveness, this research will be of academic interest, integrating both marketing theory and neuroscience to analyze and evaluate consumer behavior. This research is also relevant to businesses, because it provides guidelines for the selection of female advertising spokespersons in the context of FMCG advertising.



This research was funded by a grant (No. MIP-098/2014) from the Research Council of Lithuania. Authors also want to express their appreciation to Associate Professor Dr Giedrius Janušas (Kaunas University of Technology) and Dr Vladas Valiulis (Republican Vilnius Psychiatric Hospital). Authors express their gratitude to all the volunteers who participated in the study and to the reviewers for their valuable comments as well.


Pileliene, L. and Grigaliunaite, V. (2017), "The effect of female celebrity spokesperson in FMCG advertising: neuromarketing approach", Journal of Consumer Marketing, Vol. 34 No. 3, pp. 202-213.



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