The Effects of Multiple Product Endorsements by Celebrities on Consumers' Attitudes and Intentions

TLDR

Attribution and repetition theory provide the theoretical backdrop for examining how multiple product endorsements affect consumer perceptions. This research investigated how the number of products endorsed by a celebrity and the number of exposures to the celebrity influence consumers' attitudes and purchase intentions. Study 2 used depth interviews to explore the attribution processes underlying consumers' perceptions of multiple product endorsers. In Study 1, print‑ad experiments showed that increasing the number of endorsed products reduced perceptions of celebrity credibility, likability, and ad attitude, and these effects were independent of exposure frequency.

Abstract

This research investigated the effects of number of products endorsed by a celebrity and number of exposures to the celebrity on consumers' attitudes and purchase intentions. In study 1, using print ads as the stimuli, the results revealed that, as the number of products endorsed increases consumers' perceptions of celebrity credibility, celebrity likability and attitude toward the ad become less favorable. These results were independent of the number of exposures to the celebrity. Study 2 explored underlying attribution processes associated with consumers' perceptions of multiple product endorsers using depth interviews. The findings are discussed from attribution and repetition theory perspectives.