alexa The Effects of Multiple Product Endorsements by Celebrities on Consumers' Attitudes and Intentions
Social & Political Sciences

Social & Political Sciences

Journal of Mass Communication & Journalism

Author(s): Carolyn Tripp, Thomas D Jensen, Les Carlson

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This research investigated the effects of number of products endorsed by a celebrity and number of exposures to the celebrity on consumers' attitudes and purchase intentions. In study 1, using print ads as the stimuli, the results revealed that, as the number of products endorsed increases consumers' perceptions of celebrity credibility, celebrity likability and attitude toward the ad become less favorable. These results were independent of the number of exposures to the celebrity. Study 2 explored underlying attribution processes associated with consumers' perceptions of multiple product endorsers using depth interviews. The findings are discussed from attribution and repetition theory perspectives.

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This article was published in Journal of Consumer Research and referenced in Journal of Mass Communication & Journalism

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