Testing the Dual Pathway Model of Ad Persuasion Using Celebrity Endorsers

Abstract

Marketers frequently employ celebrity spokespersons to promote and build a brand image. Research has shown that ads using celebrities are effective in increasing sales revenues and stock valuations (Elberse and Verleun 2012) as well as raising awareness, gaining higher recall, triggering and maintaining interest, and inducing favorable attitudes. Research has primarily focused on either the information carrier perspective or role model perspective in order to support the compelling reasons that celebrities are effective spokespersons.

In this study the dual pathway of ad persuasion model (Johar and Sirgy 1991) is used to test the effectiveness of celebrity endorsement in print ads. More specifically the aim of the study is to determine whether a celebrity can enhance advertising effectiveness through functional congruity in the event that the celebrity is an expert information carrier in the product category and self-congruity when the celebrity is viewed as a role model who is similar to the viewer. Information regarding celebrities’ expertise was manipulated and gender and age were considered when testing similarity of the celebrity and viewer of the ad.

Findings support the dual pathway of ad persuasion model in the celebrity endorsement context and more specifically suggest that highly expert celebrities are most effective when promoting a utilitarian product (insurance) in print ads. Highly similar celebrity endorsers (similar age and gender) were most effective when promoting a value-expressive product (artwork) and ad appeal. Furthermore, this study provides empirical support for the mediating role of functional congruity in the case that the product is utilitarian and self-congruity in thev case that the product is more hedonic on purchase intention. Results suggest that celebrities that are highly expert are more influential when the product is highly utilitarian and celebrities that are more similar to viewers are more influential than less similar others when promoting a value-expressive product. Using the dual pathway model extends the body of research on celebrity endorsement as it disentangles the various theoretical approaches that have been taken in the past and helps unify the literature by clearly noting the type of product, appeal, and the celebrity as an expert or role model.

References available upon request.