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

Mariko Morimoto*

*この研究の対応する著者

研究成果: Article査読

1 被引用数 (Scopus)

抄録

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.

本文言語English
ページ(範囲)108-123
ページ数16
ジャーナルHealth Marketing Quarterly
37
2
DOI
出版ステータスPublished - 2020 4月 2

ASJC Scopus subject areas

  • 健康専門職(全般)
  • マーケティング

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