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Product versus Celebrity – An eye-tracking experiment for the determination of the attention-catcher in advertising

Author

Listed:
  • Nistoreanu Puiu

    (Bucharest University of Economic Studies, Romania)

  • Pelau Corina

    (Bucharest University of Economic Studies, Romania)

  • Lazar Laura

    (Bucharest University of Economic Studies, Romania)

Abstract

Celebrity endorsement has been frequently used in advertising as consumers are attracted and tend to imitate the behavior of the star. In the past years, celebrities have been a frequent mean of attracting the attention of the consumer towards an advertising. In an era with an over-load of information and ads, the glamour of the celebrities has had the power to increase the visibility of the advertised product. Besides the positive effects which celebrities bring to an increase of attention of the consumers, their endorsement can also have negative consequences. One of these undesired effects is the overshadowing of the advertised product by the celebrity. Consumers will have the tendency to watch the celebrity for a longer time and their attention is distracted from the advertised product. In an eye-tracking experiment we analyze the fact that the celebrity might distract the attention of the consumer from the advertised product and its logo. The results have shown that the participants have the tendency to watch the logo of a product for a longer time in advertising without celebrities. In opposition to this, in advertising endorsing celebrities, the attention is caught by the celebrity.

Suggested Citation

  • Nistoreanu Puiu & Pelau Corina & Lazar Laura, 2019. "Product versus Celebrity – An eye-tracking experiment for the determination of the attention-catcher in advertising," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 13(1), pages 1079-1086, May.
    • Handle: RePEc:vrs:poicbe:v:13:y:2019:i:1:p:1079-1086:n:94
    DOI: 10.2478/picbe-2019-0094
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    References listed on IDEAS

    as
    1. Albert, Noël & Ambroise, Laure & Valette-Florence, Pierre, 2017. "Consumer, brand, celebrity: Which congruency produces effective celebrity endorsements?," Journal of Business Research, Elsevier, vol. 81(C), pages 96-106.
    2. Erfgen, Carsten & Zenker, Sebastian & Sattler, Henrik, 2015. "The vampire effect: When do celebrity endorsers harm brand recall?," International Journal of Research in Marketing, Elsevier, vol. 32(2), pages 155-163.
    3. N. Albert & Laure Ambroise & Pierre Valette-Florence, 2017. "Consumer, brand, celebrity: Which congruency produces effective celebrity endorsements?. 81, 96-106," Post-Print hal-02127678, HAL.
    4. McCracken, Grant, 1989. "Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(3), pages 310-321, December.
    5. Noël Albert & Laure Ambroise & Pierre Valette-Florence, 2017. "Consumer, brand, celebrity: Which congruency produces effective celebrity endorsements?," Post-Print hal-01998102, HAL.
    6. Zamudio, César, 2016. "Matching with the stars: How brand personality determines celebrity endorsement contract formation," International Journal of Research in Marketing, Elsevier, vol. 33(2), pages 409-427.
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    Cited by:

    1. Opris Adriana & Pelau Corina & Lazar Laura, 2020. "The role of celebrities for the image of endorsed products," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 14(1), pages 838-846, July.
    2. Lazăr Laura, 2020. "Gender Influence on the Perception of Celebrity Endorsement," Studia Universitatis „Vasile Goldis” Arad – Economics Series, Sciendo, vol. 30(2), pages 13-23, June.

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