The main objective of this study was to identify the effect of omission neglect concerning advertisements endorsed by celebrities given different levels of skepticism of the evaluators. Through three experiments (n = 512 university students and use of Analysis of Variance [ANOVA]), in which we manipulated the volume of information on different products and services, we identified that the endorsement of celebrities (Study 1) congruent with the endorsed product (Study 2) makes it difficult to recognize the omission of information by making individuals with high cognitive contextual knowledge (experts) neglect the omission of information. Through moderation analysis, we identified that high skepticism regarding advertisements cancels the effect of the endorsement (Study 3), causing experts to recognize the existence of absent data and, thus, make less positive evaluations of the advertisements analyzed. At the end of the study, we indicate management recommendations to potentiate the effect of advertisements endorsed by celebrities.

中文翻译：

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不同怀疑水平下名人代言对遗漏忽视的影响

本研究的主要目的是确定忽略忽略对名人代言的广告的影响，因为评估者的怀疑程度不同。通过三个实验（n = 512 名大学生和使用方差分析 [ANOVA]），其中我们操纵了不同产品和服务的信息量，我们发现名人的代言（研究 1）与被代言的产品（研究 2）一致通过使具有高度认知背景知识的个人（专家）忽略信息的遗漏，很难识别信息的遗漏。通过适度分析，我们发现对广告的高度怀疑会抵消背书的效果（研究 3），导致专家认识到数据缺失的存在，从而对所分析的广告做出不太积极的评价。在研究结束时，我们提出了管理建议，以增强名人代言的广告的效果。