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

Research output: Contribution to journalArticle

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 languageEnglish
Pages (from-to)108-123
Number of pages16
JournalHealth Marketing Quarterly
Volume37
Issue number2
DOIs
Publication statusPublished - 2020 Apr 2

Keywords

  • Japanese advertising
  • need for cognition
  • OTC drug advertising
  • source credibility

ASJC Scopus subject areas

  • Health Professions(all)
  • Marketing

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