IDEAS home Printed from https://ideas.repec.org/a/oup/jconrs/v20y1994i4p535-47.html
   My bibliography  Save this article

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

Author

Listed:
  • Tripp, Carolyn
  • Jensen, Thomas D
  • Carlson, Les

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. Copyright 1994 by the University of Chicago.

Suggested Citation

  • Tripp, Carolyn & Jensen, Thomas D & Carlson, Les, 1994. "The Effects of Multiple Product Endorsements by Celebrities on Consumers' Attitudes and Intentions," Journal of Consumer Research, Oxford University Press, vol. 20(4), pages 535-547, March.
  • Handle: RePEc:oup:jconrs:v:20:y:1994:i:4:p:535-47
    DOI: 10.1086/209368
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1086/209368
    Download Restriction: no

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:oup:jconrs:v:20:y:1994:i:4:p:535-47. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Oxford University Press). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.