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This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/07363769210037033. When citing the article, please cite: Mary Walker, Lynn Langmeyer, Daniel Langmeyer, (1992), “Celebrity Endorsers: Do You Get What You Pay For?”, Journal of Consumer Marketing, Vol. 9 Iss: 2, pp. 69 - 76.

Considers the results of recent studies of celebrity endorsers in advertisements. Analyses the results of a particular study evaluating three product categories: bath towels, blue jeans, and VCRs; two endorsers: Madonna and Christie Brinkley; and the product when advertised by each celebrity. Concludes that the endorser tends to pass their own image onto the product, particularly if the product has an undefined image, so it is important that the endorser′s image is consistent with the desired product image.

Examines the use of celebrity endorsement in advertising. Reviews the results of a recent study looking at the effect of a celebrity′s attractiveness, trustworthiness and expertise on product purchase intentions, and of one examining the relevance of physical attractiveness and other symbolic attributes of the endorser in relation to product meaning. Considers implications for marketing managers and concludes that further research is necessary.

Research on social values has been shown to be beneficial in market segmentation. This article describes the List of Values (LOV), a methodology that may allow comparison and contrast of values. Details of the methodology and recent research using it are described, and data analysis strategies are discussed.

The paper aims to identify main approaches to seniors’ tourist behaviour. Population ageing has contributed to increasing interest in seniors’ tourist behaviour in the developed countries over the past decades. Over time, several aspects have been examined such as travel constraints, motivations, market segmentation or the dynamic nature of the senior market. Considering the wide-ranging scope of the literature on seniors’ tourist behaviour, as well as the differing views of an older person, the purpose of the paper is to identify main approaches to seniors’ tourist behaviour.

The approaches to seniors’ tourist behaviour were identified through a literature review of empirical studies on the topic. The studies were examined in terms of three key elements: the temporal dimension, travel constraints and the segmentation criteria. The approaches were described in light of life cycle and generational theory, highlighting key variables and empirical results.

Four approaches, that reflect intertwining characteristics of seniors’ tourist behaviour, are found: analysis of constraints, comparative analysis, analysis of heterogeneity and temporal analysis. Overall, how seniors’ tourist behaviour is approached is related to how seniors are viewed. Two broad views are suggested: seniors seen as an ageing group or as a heterogeneous group.

The paper provides an overview of the literature on seniors’ tourist behaviour, which deepens understanding of the complexity of the topic, and describes different ways of approaching it. It contributes to the literature by proposing a synthesis of approaches, which can be useful for bridging the gap between different approaches in future research.