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Celebrity vs. Product: A Neuroscientific Approach to the Distractors in Food Advertising for Sustainable Marketing

Author

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  • Corina Pelau

    (Faculty of Business Administration in Foreign Languages, Bucharest University of Economic Studies, 010374 Bucharest, Romania)

  • Puiu Nistoreanu

    (Faculty of Business and Tourism, Bucharest University of Economic Studies, 010374 Bucharest, Romania)

  • Laura Lazar

    (Doctoral School of Business Administration, Bucharest University of Economic Studies, 010374 Bucharest, Romania)

  • Ruxandra Badescu

    (Doctoral School of Business Administration, Bucharest University of Economic Studies, 010374 Bucharest, Romania)

Abstract

Celebrity endorsement is nowadays a frequently used technique in marketing and advertising. On the one hand, celebrities have the ability to attract attention towards the advertising while on the other hand, their behavior is imitated by consumers, having a greater impact on buying decisions. One of the main challenges in advertising endorsed by celebrities is the overshadowing effect, by which consumers tend to watch the celebrity and not necessarily the advertised product. In three eye tracking experiments, we investigated the attention of consumers towards advertising with celebrities. The results showed that the celebrity was the eye-catcher of the advertising, being the first and longest object watched, but at the same time the product or the logo was also watched. The results also showed that the number of objects in advertising influenced the attention of the consumer. Across the three studies, we manipulated the number of objects and the results showed that in the case of information overload, the participants tended to watch the most familiar elements, which in our case were the celebrities. Therefore, the design and the number of objects in advertising endorsed by celebrities are also important in having a significant impact on the consumer.

Suggested Citation

  • Corina Pelau & Puiu Nistoreanu & Laura Lazar & Ruxandra Badescu, 2022. "Celebrity vs. Product: A Neuroscientific Approach to the Distractors in Food Advertising for Sustainable Marketing," Sustainability, MDPI, vol. 14(19), pages 1-15, October.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:19:p:12768-:d:935442
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    References listed on IDEAS

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    Cited by:

    1. Kondort Giulia & Pelau Corina & Gati Mirko & Ciofu Ioana, 2023. "The Role of Fashion Influencers in Shaping Consumers’ Buying Decisions and Trends," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 17(1), pages 1009-1018, July.
    2. Andrei-Florin Băbăț & Mirela Mazilu & Amalia Niță & Ionuț-Adrian Drăguleasa & Mihaela Grigore, 2023. "Tourism and Travel Competitiveness Index: From Theoretical Definition to Practical Analysis in Romania," Sustainability, MDPI, vol. 15(13), pages 1-26, June.

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