Abstract
This research explores how the level of consumers’ need for cognition (NFC) is associated with celebrity endorser credibility and examines its effects on advertising-related attitudes. A 3 (endorser types: actor/actress, athlete, TV personality/talent) × 2 (endorser’s gender) factorial experiment with 435 Japanese consumers was conducted. Concerning Japanese OTC drug advertising, lower NFC individuals perceived celebrity endorsers as more credible in comparison to higher NFC individuals. The main effects of NFC and endorser type on endorser credibility existed; however, no interaction between the two variables was found. The endorser type had an influence on attitudes toward ads and the advertised brand.
Original language | English |
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Pages (from-to) | 108-123 |
Number of pages | 16 |
Journal | Health Marketing Quarterly |
Volume | 37 |
Issue number | 2 |
DOIs | |
Publication status | Published - 2020 Apr 2 |
Keywords
- Japanese advertising
- need for cognition
- OTC drug advertising
- source credibility
ASJC Scopus subject areas
- Health Professions(all)
- Marketing