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I.ContemporaryAmericanSocietyandPolitics
oncompanies,stockvaluesandfound,“apositiveimpactofcelebrityendorsements
onexpectedfutureprofits,”whichindicatedstock-marketapprovalofthesigningof
celebrityendorsers.Morespecifically,Butleretal.(2004)showedthatOprahWinfrey,s
endorsementofabooksignificantlyimproveditspositiononthebest-sellerslist.
Marketingandotherscholarshavedevelopedseveralexplanationsofhowthe
processofcelebrityendorsementworkstoconvincepeopletobuyproducts,orto
holdcertainbeliefs.Earlyresearchindicatedthattheperceived“trustworthiness”of
thesourceofinformationinfluencedthelevelofagreementwithideas.Hovlandand
Weiss(1952)showedthat“highcredibility”sourcessuchastheNewEnglandJournal
ofMedicineweremorepersuasivethan“low-credibility”sourcessuchastheformer
SovietUnion,sofcialnewspaperPravda,orU.S.gossipcolumnists.Mediaandpolitics
scholarshavenotedtheprevalenceof“experts”ontelevisionnewsbroadcasts,while
callingintoquestiontheirreliability(Soley1992).Nevertheless,scholarshavefound
expertsandnewscommentatorsdoinfluencepublicopinion(Pageetal.1987).
DholakiaandSternthal(1977,230–231)diferentiatedbetweeninfluenceonattitudes
andbehaviorandfoundthathighlycrediblesourcespositivelyinfluenceattitudes,but
mayactuallyreducethelikelihoodofinducingbehavior,suchasconsentingtoaproduct
trial.TismaysupportPettyandCacioppo,s(1986)suggestionthatbehaviorismore
likelytobemotivatedbyattitudesbornofissue-relevantargumentationratherthanthose
derivedfrommoreperipheralandafectivecues.Sternthal,DholakiaandLeavitt(1978,
259)alsofoundthatrecipients,predispositiontowardanissueinfluencedtheimpactof
crediblesources,withthosefavorablydisposedtowardanissuetobemoreinfluenced
byamoderatelycrediblesourcethanahighlycredibleone.Teyalsofoundthatthose
predisposednegativelyweremorelikelytobeinfluencedbyahighlycrediblesource.
Scholarshaveexaminedtheimpactofthephysicalattractivenessand“likeability”
ofthesourceaswellandfoundthatattractivesourcesaregenerallymoreefective
thanunattractiveones(KahleandHomer1985).However,BakerandChurchill(1977,
553)foundthatattractivesourcesarenotalwaysmoresuccessfulcelebrityendors-
ers,andarguedadvertisersshouldconsiderthematchbetweentheproductandthe
spokesperson,becauseunattractivemodelsmaybemoreconvincingthanattractive
oneswithregardtosellingnon-romanticitems.McGuire(1985)foundthatincreased
familiarity,likeabilityandresemblancebetweensourceandperceiverincreaseames-
sage,sefectiveness.
McCracken(1989,311)foundthese“sourcecredibility”and“sourceattractiveness”
modelswanting,becausetheirinterpretationofthepersuasivenessofcelebritieshas,
“everythingtodowiththecelebrityandnothingtodowiththeproduct.”Hedeveloped
“meaning-transfertheory”toaccountforthecharacteristicsofthecelebrityandhow
theyinteractwiththoseoftheproducttomakeforamoreefectiveendorsement.
McCrackencontendedthattheefectivenessofacelebrityendorsementdependsin
partonthemeaningstheendorserbringstotheprocess,includingsocialstatus,class,
gender,age,personalityandlifestyle.Celebrityendorsementofaproductwillsucceed
onlyifanassociationisformedbetweenappropriateaspectsofthecelebrity,smeaning,
andtheendorsedproduct.Aferthecelebrityhastransferredthemeaning(s)tothe
product,consumerstransferthemeaning(s)fromtheproducttothemselves(1989,