european journal of social sciences issn: 1450-2267 - EuroJournals

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European Journal of Social Sciences – Volume 5, Number 3 (2007) The empirical finding regarding measuring consumer response to celebrity endorsements in advertisement shows that celebrity makes advertisements more believable (Kamins et al., 1989) it also enhance message recall (Friedman and Friedman, 1979), create a positive attitude toward the brand (Kamins et al., 1989) and celebrity endorsements are believed to generate more positive response toward choosing the endorsed brand/product (Freiden, 1984, Kahle and Homer, 1985, Ohanian; 1991, Kamins et at., 1989, Atkin and Block, 1983). Empirical evidence regarding how consumer reacts to multiple celebrities in a single advertisement is scant, leaving a gap in an important research area. In advertising practices it is common to note that certain products or brands uses same celebrity for long period of time while some times marketers relay on multiple celebrities in an advertising campaign (Hus and McDonald, 2002). Literature Review According to the attribution theory by Kelly 1967, the significance and importance to an event is assigned by the people on the bases of two type of behavior either their own behavior or the behavior of others. When we talk about with the reference to the celebrity advertising there are two types of attributes, the internal attribution in which consumer believes that the endorser recommend the product due to the good characteristics of the product, or the external attribution in which the consumer believes that the endorser is recommending the product because they are paid for it (Hus & McDonald, 2002). The attribution theory suggests that the small fee paid to endorser has an impact on the consumer perception (Silvera & Austad, 2004). But the empirical evidence regarding this suggests that the celebrities are effective endorsers as they are trustworthy, reliable, credible, effective and likable endorsers (e.g Freiden, 1984, Ohanion 1991). The consumers also believe that the celebrities like the product which they endorse regardless of the high fees they charge for it. Petty, Cacioppo, and Schumann (1983) have proposed the Elaboration Likelihood theory in which they have discussed the two process model of response to the advertising stimuli. In this model they have discussed two conditions, the first condition for the high involvement products under this condition attitude change travels through central route, in which evaluation is on the bases of the quality of the argument. The second condition is for the low involvement products under this condition attitude change travels through a peripheral route, in which simple cues, objects or celebrity play important role in the evaluation process. The results of this research supported this theory, as for the low involvement products celebrities in an ad plays more important role to effect consumer perception compare to the argument in the ad. Similarly for high involvement products celebrities are not as important as the argument in the ad which can influence the consumer attitudes. Chaiken (1980) has given a similar theory. The social adaptation theory (Kahle, 1984; Kahle & Timmer, 1983; Kahle & Homer, 1985) implies that the importance of the information will determine its impact on the consumer attitudes. For example if we take print media ad as stimulus and the ad is for the low involvement product the viewer will glance at the ad for a second or two and than moves to the next page or source so the information form that source in that second or two will have an impact in the consumer mind, which may include only the name of the product or the endorser or the graphic. Similarly for the high involvement product advertisement the consumer may spend a considerable amount of time reading the copy; the argument in that copy strong or weak plays an important role (Kahle & Homer, 1985). The difference in Elaboration Likelihood theory and Social Adaptation theory is that in EL theory the information scanning is the same way for the both high and low involvement products however in SA theory the information process end very quickly for the low involvement products. (Khale & Homer, 1985). Both theories have more points on which they agree than the points on which they disagree, both agree that information or the argument is important for the high involvement product decisions, both agree that the information scanning is different for high and low involvement products (ibid). 126
European Journal of Social Sciences – Volume 5, Number 3 (2007) There is a lot of research work done on celebrity endorsement but there is a distinct lack of research on multiple celebrity endorsement in advertising. Despite the fact multiple celebrity endorsements are becoming more prominent as compare to single celebrity endorsement advertising (Hsu & McDonald, 2002). Celebrities have the ability to hold the viewer’s attention and it also help to penetrate the clutter of the advertising spots (Miciak and Shanklin, 1994). When using more than one celebrity in a campaign, the consumer association with the product also increases. Hence the use of multiple celebrities for a product can be beneficial for attracting different target audience (Hsu & McDonald, 2002). Multiple celebrities may help the advertisers to reduce the boredom and sometimes the target audience is very wide so multiple celebrities are required to cover that audience (Erdogan & Baker, n.d). Multiple celebrity endorsements with reference to the low involvement product/services and high involvement products/services has not yet been explored. Hypothesis In the present study on the bases of Social Adaptation theory we develop two hypotheses with reference to the multiple celebrity endorsement. The basic aim is to find out the effect on consumer perception, when we have more than one celebrity in low and high involvement product advertisements. H1: consumer perception is more positive for multiple celebrities ads compare to single celebrity ad for low involvement products/services. H2: there is no significant difference in consumer perception for single celebrity ads and multiple celebrities ads for high involvement products/ services. Method Research Design The research was conducted using a questionnaire design to understand consumer views on celebrity endorsement with reference to the high involvement products/services and low involvement products and services, measuring their attitude toward ad, attitude toward brand and their intentions to purchase the given product or service. Four print media advertisements were chosen based on the number of celebrities in them. Two advertisements contain single celebrity in them while two ads contain more than two celebrities in them. Two ads, one single and one multiple celebrities were taken from low involvement product ads while two ads one single and one multiple celebrities were taken from high involvement products/services. Each participant of the study was provided with one ad, either single celebrity ad or multiple celebrities’ ad. Same questionnaire was used to measure consumer perception about single celebrity endorsement and multiple celebrities endorsement. Independent variable Four print media ads were used as stimulus. Two ads from low involvement products/services were taken one single celebrity Pantene pro v shampoo ad, and one multiple celebrities Lux soap ad with five celebrities in it. Two ads were taken from high involvement products/services one single celebrity Warid mobile phone connections ad and one multiple celebrities Ufone mobile phone connection ad with three celebrities in it. Dependent variables To measure young adult perception three variables were studied, attitude toward advertisement, attitude toward brand and purchase intentions. Information on these variables is presented in table no 1. 127
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european journal of social sciences issn: 1450-2267 - EuroJournals

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