Purpose

Moving beyond the concept of congruence between celebrity image and brand image, this study explores a new domain in which to investigate the match-up hypothesis. Specifically, this study aims to understand the extent to which consumers engage in more indulgent behavior when participants are primed with a celebrity with a certain perceived lifestyle.

Design/methodology/approach

Two independent experiments were undertaken to observe consumer reactions to advertisements using celebrities as priming stimulus. Experiment 1 featured a 2 (perceived celebrity lifestyle) × 3 (celebrity persuasion style) between-subjects design, while a follow-up study featured a 2 (celebrity’s on-screen portrayal) × 3 (celebrity persuasion style) between-subjects factorial design.

Findings

Results support the proposition that celebrities cause priming effects such that consumers’ attitude and willingness to spend (WTS) on the endorsed brand depends on their perception of the celebrity’s lifestyle. Participants exposed to a perceived high-flamboyant-lifestyle celebrity had a more positive attitude toward the endorsed brand and were more willing to spend money when the celebrity used a “spend money” persuasion style than when the celebrity used a “save money” persuasion style in endorsements. Findings of a follow-up study suggest that exposure to a celebrity playing a flamboyant character on-screen was seen to be associated with a positive attitude toward the brand and increased WTS, than exposure to a celebrity playing a less flamboyant character on-screen.

Originality/value

Although effects of person primes are evidenced in the literature, previous studies are silent on the impact of presenting celebrities as priming stimulus. This study extends the idea of priming using a social category that has not been explored before, namely, celebrities and explores the effect that celebrity priming has on activating specific consumer response behavior.

中文翻译：

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名人对消费者对代言品牌反应的启动效应：一项实验调查

目的

本研究超越了名人形象和品牌形象之间一致性的概念，探索了一个新的领域来研究匹配假设。具体而言，本研究旨在了解当参与者被具有某种生活方式的名人吸引时，消费者会在多大程度上做出更放纵的行为。

设计/方法/方法

进行了两个独立的实验，以观察消费者对使用名人作为启动刺激的广告的反应。实验 1 以 2（感知名人生活方式）× 3（名人说服风格）被试间设计为特色，而后续研究以 2（名人在屏幕上的描绘）× 3（名人说服风格）被试间因子设计为特色.

发现

结果支持名人会产生启动效应的命题，即消费者对代言品牌的态度和消费意愿 (WTS) 取决于他们对名人生活方式的看法。与被认为是奢侈生活方式的名人接触的参与者对代言品牌有更积极的态度，并且当名人使用“花钱”说服方式时比名人使用“省钱”说服方式时更愿意花钱在背书。一项后续研究的结果表明，与在屏幕上扮演不那么张扬的角色的名人相比，接触在屏幕上扮演华丽角色的名人与对品牌的积极态度和增加 WTS 相关。

原创性/价值

尽管文献中证明了人物素数的影响，但先前的研究并未提及将名人作为启动刺激的影响。本研究使用以前未曾探索过的社会类别，即名人，扩展了启动的想法，并探讨了名人启动对激活特定消费者反应行为的影响。