A study on the effects of celebrity endorsement on one-sided and two-sided advertisement appeals

• Main Authors: Khin Lan Chung, 鍾慶蘭
• Other Authors: Ying-Cheng Hung
• Format: Others
• Language: en_US
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/k97wuf

碩士 === 淡江大學 === 企業管理學系碩士班 === 95 === In today''s open society, freedom of speech has been used and abused. Advertisers do not hesitate to take advantage of this freedom to promote products regardless of the long-term effect on consumers as a whole. Many of these information or claims are exaggerated and some are even deliberately distorted. This study is an effort to seek an alternate path to attracting consumers through advertisement, which though unconventional as it might seem, dwells within the boundaries of ethical practice. Here, a two-sided advertisement, which is a bit more transparent as it provides positive as well as negative information on the product, is used alongside with one-sided advertisement that only use positive information. The use of spokesperson is also taken into consideration as a lot of corporations use them on their advertisements and they are known to have a positive impact on purchase intention, credibility of ad and attitude toward ad of consumers. Hence a combination of advertisements having one-sided or two-sided messages that includes and excludes a celebrity endorser is prepared and their effects on purchase intention, credibility of advertisement, and attitude towards advertisement studied. Data was gathered from Tamkang University and the participants included undergraduate and graduate students. A total of 152 samples were collected. Participants were asked to complete an instrument that included purchase intention, credibility of ad and attitude toward ad. They also filled in demographic data that included gender, education level, and age. The data was then analyzed using SPSS. Statistical techniques used include reliability scale, t-tests, factor analysis, and 2-way ANOVA. While the result failed to indicate any significant difference on purchase intention, credibility of ad and attitude toward ad for sidedness, the endorsement of celebrity did result in a significant difference on purchase intention and attitude toward ad. There wasn’t any statistical significance on credibility toward ad for either sidedness or celebrity endorsement. Also, within audience demographics for one-sided advertisement without celebrity endorsement, gender played a significant role in influencing purchasing intention, credibility of ad and attitude toward ad. Females seemed to have a higher purchase intention, accept the advertisement as more credible and had a more positive attitude toward advertisement than men.