An experimental comparison of celebrity spokespersons' credibility, attractiveness, expertise, and identification on attitudes toward the ads and future interest

This study examines several attributes of celebrity spokespersons in advertising. More specifically, credibility, attractiveness, expertise and identification with the celebrity are examined with regard to attitudes toward the ads and future interest in the product or service. The hypotheses imply that celebrity endorsers’ credibility, attractiveness, expertise, and identification with the viewers enhance the attitudes toward the ads and future interest in the product or service. Results showed that perceived expertise and identification had significant effects on both attitudes toward the ads and future interest in the product or service. Increased credibility had significant effects on future interest about the product of service but not on attitudes toward the ads, while increased attractiveness had significant effects on attitudes toward the ads but not on future interest about the product or service. Implications of advertising strategy and limitations of this research were discussed.