Do celebrities in advertisements matter? Familiar endorsers as an accelerator of gestural cues of persuasion

Regulatory focus theory has been used as a framework to elucidate the effects of advertising messages as well as those of some non-verbal advertising elements including endorsers' gestures. However, previous advertising research has not discussed the role of celebrity endorsement based on this...

Full description

Saved in:
Bibliographic Details
Published in:International journal of advertising 2024-07, Vol.43 (5), p.904-929
Main Authors: Ono, Makoto, Ono, Akinori
Format: Article
Language:English
Subjects:
advertising endorsement
gesture
influencer
message frame
regulatory focus theory
Citations: Items that this one cites
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:Regulatory focus theory has been used as a framework to elucidate the effects of advertising messages as well as those of some non-verbal advertising elements including endorsers' gestures. However, previous advertising research has not discussed the role of celebrity endorsement based on this theory. In this research, we conducted three experiments to examine the moderating effect of the endorser type (celebrity vs. noncelebrity) on the causal relationships of the gesture style (eager vs. vigilant) and the message framing (promotional vs. preventive) via consumer motivational mindset changes. We found that, compared to unknown, noncelebrity endorsers, familiar celebrity endorsers are more likely to promote eager (vigilant) gestures to generate consumers' promotion (prevention) focus orientation, leading to a favorable evaluation of the product of which advertising message is framed in a promotional (preventive) way. This research contributes to research on both regulatory focus and celebrity endorsement.
ISSN:0265-0487
1759-3948
DOI:10.1080/02650487.2024.2332107