The Differential Effects of Celebrity and Expert Endorsements on Consumer Risk Perceptions. The Role of Consumer Knowledge, Perceived Congruency, and Product Technology Orientation

By Dipayan Biswas, Abhijit Biswas, Neel Das. 2006

465 citations recorded by the source corpus.

This paper examines the differential effects of celebrity and expert endorsements on consumer risk perceptions via three studies. Using source model theories, it is hypothesized that for high technology—oriented products there will be stronger effects of expert endorsers than celebrity endorsers in reducing consumer risk perceptions. In addition, for high technology—oriented products, there is likely to be an interaction effect between endorser type and consumer knowledge on respondents' risk perceptions. Such an interaction effect is likely to be absent for products with a low technology orientation. These hypotheses are supported by the first two studies. The third study examines the underlying theoretical processes of internalization versus identification and shows that the stronger effects of expert (versus celebrity) endorsers for high technology-oriented products is somewhat neutralized for certain types of perceived risks when there is high congruency between the celebrity endorser and the product.

Subfields: Cognitive Neuroscience, Marketing, Strategy and Management

View Paper: https://www.semanticscholar.org/paper/4757cb0692120e47b5dc2edc6976eafbaa22eb15

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Citations in the corpus

Effects of Multiple Endorsements and Consumer–Celebrity Attachment on Attitude and Purchase Intention (2011, methodology): “Previous studies utilise products such as a pen (Mowen and Brown, 1981; Till and Busler, 1998), home computer (Kamins, 1990; Kamins and Gupta, 1994; Biswas et al., 2006), coffee (Misra and Beatty, 1990), and camera (Tripp et al.”
The effectiveness of celebrity endorsements: a meta-analysis (2016, background): “…meaning of the endorsed object (*Miller and Allen 2012) as well as perceptions about its price, its taste level, the risk of buying it, or the perceived information value of the endorsement (*Biswas et al. 2006; *Dean and Biswas 2001; *Freiden 1982; *Friedman et al. 1976; *Young and Miller 2015).”
Sidedness, commercial intent and expertise in blog advertising (2016, background): “At least in the case of the technological products (as used in this research), it means that the blogger plays a crucial role in the success of the message transmission as has been observed by researcherswho propose that high-expertise sources perform better for more rational and high-involvement pr”
Reexamining Health Messages in the Digital Age: A Fresh Look at Source Credibility Effects (2015, background): “…to be credible (i.e., to possess high levels of expertise and trustworthiness) they are more likely to accept message claims (Mizerski, Golden, and Kernan 1979), resulting in more favorable attitudes and behavioral intentions (Biswas, Biswas, and Das 2006; Goldsmith, Lafferty, and Newell 2000).”
Social media advertising endorsement: the role of endorser type, message appeal and brand familiarity (2021, background): “Consistent with this, prior studies have suggested that celebrities enhance products’ attractive aspects, and expert endorsers appeal to products in line with their expertise (e.g., Kamins 1990; Biswas, Biswas, and das 2006).”