OTC drug advertising in Japan: the role of need for cognition and celebrity endorser credibility

Mariko Morimoto

doi:10.1080/07359683.2020.1742479

OTC drug advertising in Japan: the role of need for cognition and celebrity endorser credibility

Mariko Morimoto^*

^*Corresponding author for this work

School of International Liberal Studies

Research output: Contribution to journal › Article › peer-review

1 Citation (Scopus)

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
Pages (from-to)	108-123
Number of pages	16
Journal	Health Marketing Quarterly
Volume	37
Issue number	2
DOIs	https://doi.org/10.1080/07359683.2020.1742479
Publication status	Published - 2020 Apr 2

Keywords

Japanese advertising
OTC drug advertising
need for cognition
source credibility

ASJC Scopus subject areas

Health Professions(all)
Marketing

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10.1080/07359683.2020.1742479

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title = "OTC drug advertising in Japan: the role of need for cognition and celebrity endorser credibility",

abstract = "This research explores how the level of consumers{\textquoteright} 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{\textquoteright}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.",

keywords = "Japanese advertising, OTC drug advertising, need for cognition, source credibility",

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OTC drug advertising in Japan: the role of need for cognition and celebrity endorser credibility

Abstract

Keywords

ASJC Scopus subject areas

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