Who is the celebrity endorser? Cultural foundations of the endorsement process

Article Abstract:

This article offers a new approach to celebrity endorsement. Previous explanations, especially the source credibility and source attractiveness models are criticized, and an alternative meaning transfer model is proposed. According to this model, celebrities' effectiveness as endorsers stems from the cultural meanings with which they are endowed. The model shows how meanings pass from celebrity to product and from product to consumer. The implications of this model for our understanding of the consumer society are considered. Research avenues suggested by the model are also discussed. (Reprinted by permission of the publisher.)

Consumer behavior, Media coverage, Celebrities in mass media

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Physical attractiveness of the celebrity endorser: a social adaptation perspective

Article Abstract:

Three factors in an advertisement for disposable razors were manipulated to gauge the perceptions of consumers to the physical beauty of celebrity endorsers and how those perceptions changed. The three factors manipulated were celebrity-source physical attractiveness, celebrity-source likability, and participant product involvement. After the manipulation the attitude and purchase intention of the consumers were measured, with it shown that attitudes changed because of celebrity-source attractiveness. It is argued that the results support social adaptation theory.

Psychological aspects, Social aspects, Advertising, Consumer preferences, Popular culture, Personal appearance

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Alternative measurement approaches to consumer values: the list of values (LOV) and values and life style (VALS)

Article Abstract:

This article compares and contrasts two methods of measuring consumer values: the List of Values (LOV) and Values and Life Style (VALS). LOV apparently has some advantages: it is in the public domain and it relates more closely to consumer behavior. (Reprinted by permission of the publisher.)

Measurement, Demographic aspects, Consumption (Economics), Consumers, Demography

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