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Celebrities and Shoes on the Female Brain: The Neural Correlates of Product Evaluation in the Context of Fame

Author

Listed:
  • Stallen, M.
  • Smidts, A.
  • Rijpkema, M.
  • Smit, G.
  • Klucharev, V.
  • Fernandez, G.

Abstract

Celebrity endorsement is omnipresent. However, despite its prevalence, it is unclear why celebrities are more persuasive than (equally attractive) non-famous endorsers. The present study investigates which processes underlie the effect of fame on product memory and purchase intention by the use of functional magnetic resonance imaging methods. We find an increase in activity in the medial orbitofrontal cortex (mOFC) underlying the processing of celebrity-product pairings. This finding suggests that the effectiveness of celebrities stems from a transfer of positive affect from celebrity to product. Additional neuroimaging results indicate that this positive affect is elicited by the spontaneous retrieval of explicit memories associated with the celebrity endorser. Also, we demonstrate that neither the activation of implicit memories of earlier exposures nor an increase in attentional processing is essential for a celebrity advertisement to be effective. By explaining the neural mechanism of fame, our results illustrate how neuroscience may contribute to a better understanding of consumer behavior.

Suggested Citation

  • Stallen, M. & Smidts, A. & Rijpkema, M. & Smit, G. & Klucharev, V. & Fernandez, G., 2009. "Celebrities and Shoes on the Female Brain: The Neural Correlates of Product Evaluation in the Context of Fame," ERIM Report Series Research in Management ERS-2009-048-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    • Handle: RePEc:ems:eureri:16583
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    References listed on IDEAS

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    3. Heath, Timothy B & McCarthy, Michael S & Mothersbaugh, David L, 1994. "Spokesperson Fame and Vividness Effects in the Context of Issue-Relevant Thinking: The Moderating Role of Competitive Setting," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(4), pages 520-534, March.
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    JEL classification:

    • C44 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods: Special Topics - - - Operations Research; Statistical Decision Theory
    • M - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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