A study by psychologists Dr Carl Senior and Baldeesh Gakhal* found that even average looking celebrity models in advertisements produced a greater emotional response in test subjects than good-looking, but non-celebrity endorsers.
The research in turn suggests that there may be a dedicated area in the brain that has now become hard wired to produce a reaction to celebrity endorsed products.
Participants in the study were shown a series of specially constructed, hypothetical advertisements for perfume which used a series of models who were either famous or non-famous and either attractive or average looking. Their responses to the images were measured and analysed.
Carl Senior said: ‘It is well known of course that both beauty and celebrity endorsements are used by marketers to sell products. Celebrities are chosen to advertise specific products because of what we call their ESP, or Emotional Selling Proposition. However, given that most celebrities are also considered to be attractive it is not known to what extent celebrity and beauty interact to drive consumer decision-making.
‘In our study we examined a specific question regarding the relationship of fame and beauty with consumer behaviour; namely, is there a difference in the emotive nature of celebrity advertisements compared to these adverts that depict attractive models who are non-celebrities?
‘Psychophysiological data were recorded from both of the subjects’ hands while being shown these test advertisements. The aim was to measure the electroconductivity of a form of fine sweating that is automatically generated during emotive responses on our hands, a technique which is also known as the electrodermal response.
‘Although it was a relatively small scale study, and there is certainly potential for further research, the results we obtained suggest that it doesn’t matter how attractive the celebrity is or isn’t because the test subjects still exhibited a greater emotional response when looking at a celebrity than a non-celebrity.’
Sally Finn | alfa
Win-win strategies for climate and food security
02.10.2017 | International Institute for Applied Systems Analysis (IIASA)
The personality factor: How to foster the sharing of research data
06.09.2017 | ZBW – Leibniz-Informationszentrum Wirtschaft
University of Maryland researchers contribute to historic detection of gravitational waves and light created by event
On August 17, 2017, at 12:41:04 UTC, scientists made the first direct observation of a merger between two neutron stars--the dense, collapsed cores that remain...
Seven new papers describe the first-ever detection of light from a gravitational wave source. The event, caused by two neutron stars colliding and merging together, was dubbed GW170817 because it sent ripples through space-time that reached Earth on 2017 August 17. Around the world, hundreds of excited astronomers mobilized quickly and were able to observe the event using numerous telescopes, providing a wealth of new data.
Previous detections of gravitational waves have all involved the merger of two black holes, a feat that won the 2017 Nobel Prize in Physics earlier this month....
Material defects in end products can quickly result in failures in many areas of industry, and have a massive impact on the safe use of their products. This is why, in the field of quality assurance, intelligent, nondestructive sensor systems play a key role. They allow testing components and parts in a rapid and cost-efficient manner without destroying the actual product or changing its surface. Experts from the Fraunhofer IZFP in Saarbrücken will be presenting two exhibits at the Blechexpo in Stuttgart from 7–10 November 2017 that allow fast, reliable, and automated characterization of materials and detection of defects (Hall 5, Booth 5306).
When quality testing uses time-consuming destructive test methods, it can result in enormous costs due to damaging or destroying the products. And given that...
Using a new cooling technique MPQ scientists succeed at observing collisions in a dense beam of cold and slow dipolar molecules.
How do chemical reactions proceed at extremely low temperatures? The answer requires the investigation of molecular samples that are cold, dense, and slow at...
Scientists from the Max Planck Institute of Quantum Optics, using high precision laser spectroscopy of atomic hydrogen, confirm the surprisingly small value of the proton radius determined from muonic hydrogen.
It was one of the breakthroughs of the year 2010: Laser spectroscopy of muonic hydrogen resulted in a value for the proton charge radius that was significantly...
17.10.2017 | Event News
10.10.2017 | Event News
10.10.2017 | Event News
20.10.2017 | Information Technology
20.10.2017 | Materials Sciences
20.10.2017 | Interdisciplinary Research