Celebrity endorsement efficacy questioned

February 28, 2007

British and Swiss researchers have found advertisements featuring celebrity endorsements might be less effective than those featuring ordinary people.

Scientists at the University of Bath and the University of St. Gallen say that's because keeping up with the Joneses, rather than with famous people, is the main motivation behind many people's choice of which products to buy.

The researchers showed 298 undergraduates a magazine ad for a digital camera. Some ads included an endorsement by a fictional student who said the camera was "hot," while other ads included an invented testimonial from a German celebrity.

"Our research questions whether celebrities are the best way to sell products," said Professor Brett Martin of the University of Bath. "This is because many people ... like to make sure their product is fashionable and trendy among people who resemble them, rather than approved by celebrities."

But Martin added, "What is also important in our study is that people who aren't bothered about having the trendiest goods pay more attention to the technical details of a product and ignore endorsements by anyone, celebrity or not, and advertisers should bear that in mind, too."

Copyright 2007 by United Press International

Explore further: Researcher finds children have better manners than robots

Related Stories

You'd never know it wasn't Bach (or even human)

August 21, 2015

In her spare time, when she can find any, Donya Quick composes music, typically jazz, generally on the six-foot baby grand piano that dominates her apartment's living room. A baby grand isn't an all-hours option in a multi-unit ...

New Google chief joins illustrious Indian club

August 12, 2015

India's high flyers have proudly welcomed the appointment as Google's new chief executive of Sundar Pichai, the latest home-grown engineer to rise to the top of the US corporate world.

Rosetta spacecraft sees sinkholes on comet

July 1, 2015

The European Space Agency's Rosetta spacecraft first began orbiting comet 67P/Churyumov-Gerasimenko in August 2014. Almost immediately, scientists began to wonder about several surprisingly deep, almost perfectly circular ...

Recommended for you

Early human diet explains our eating habits

August 31, 2015

Much attention is being given to what people ate in the distant past as a guide to what we should eat today. Advocates of the claimed palaeodiet recommend that we should avoid carbohydrates and load our plates with red meat ...

Just how good (or bad) is the fossil record of dinosaurs?

August 28, 2015

Everyone is excited by discoveries of new dinosaurs – or indeed any new fossil species. But a key question for palaeontologists is 'just how good is the fossil record?' Do we know fifty per cent of the species of dinosaurs ...

0 comments

Please sign in to add a comment. Registration is free, and takes less than a minute. Read more

Click here to reset your password.
Sign in to get notified via email when new comments are made.