Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

Celebrity voice-overs: That unfamiliar voice could be selling you something

21.12.2005


New research reveals that television commercials featuring celebrity voice-overs are most influential when consumers can’t identify which actor it belongs to.



The study, by Mark Forehand of the University of Washington Business School and Andrew Perkins of Rice University, appears in the December issue of the Journal of Consumer Research.

The researchers studied consumers’ reactions to TV commercials featuring actors Willem Dafoe, David Duchovny, David Hyde Pierce and Donald Sutherland, whose voices were used by Qwest, Sprint, Lipton and Volvo, respectively.


Not surprisingly, viewers’ prior attitudes toward the celebrities influenced how much they liked or disliked the products, but this influence was greatest when consumers weren’t sure which celebrity provided the voice-over.

"We found that the presence of a celebrity voice can influence brand evaluation even when the consumer has no idea that the voice-over was provided by a celebrity," said Forehand, an associate professor of marketing and international business. "When consumers did not recognize the celebrity, their brand evaluations shifted in the direction of their attitude toward that celebrity. For example, subjects who liked David Duchovny responded more favorably to brands paired with his voice than did subjects who disliked him. This effect is called assimilation."

Forehand and Perkins also found the assimilation response was reversed when subjects recognized the celebrity. That is, when consumers did recognize the celebrity, their brand evaluations shifted in the opposite direction of their attitude toward that celebrity. Subjects who liked David Duchovny responded more negatively to brands paired with his voice than did subjects who disliked David Duchovny. This effect is called contrast.

"There are several potential explanations of this contrast effect, but our data suggested that contrast occurred when subjects recognized the celebrity because they did not want to appear irrational. They believed the voice-over should not logically influence their evaluation and therefore tried to remove the influence of the celebrity. However, they tended to overcompensate and thus produced a negative effect."

So what’s the bottom line for advertisers?

Forehand said that different criteria should be used when selecting a celebrity for a voice-over than when selecting a celebrity to provide an endorsement – a public statement of support in which the celebrity is identified. For endorsements, it is important that the celebrity be trustworthy and credible in the product category. For voice-overs, credibility has little influence since consumers typically do not recognize the identity behind the voice-over.

He said that voice-overs are more influenced simply by how much the celebrity is liked in the abstract. This general positive reaction to the celebrity influences brand evaluation even when the consumer has no idea the voice-over comes from a celebrity. Ultimately, said Forehand, this is one of many examples of implicit cognition in advertising response – advertising features that influence people independent of their conscious awareness.

Nancy Gardner | EurekAlert!
Further information:
http://www.washington.edu

More articles from Studies and Analyses:

nachricht Win-win strategies for climate and food security
02.10.2017 | International Institute for Applied Systems Analysis (IIASA)

nachricht The personality factor: How to foster the sharing of research data
06.09.2017 | ZBW – Leibniz-Informationszentrum Wirtschaft

All articles from Studies and Analyses >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Neutron star merger directly observed for the first time

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...

Im Focus: Breaking: the first light from two neutron stars merging

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....

Im Focus: Smart sensors for efficient processes

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...

Im Focus: Cold molecules on collision course

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...

Im Focus: Shrinking the proton again!

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...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

ASEAN Member States discuss the future role of renewable energy

17.10.2017 | Event News

World Health Summit 2017: International experts set the course for the future of Global Health

10.10.2017 | Event News

Climate Engineering Conference 2017 Opens in Berlin

10.10.2017 | Event News

 
Latest News

Researchers release the brakes on the immune system

18.10.2017 | Health and Medicine

Separating methane and CO2 will become more efficient

18.10.2017 | Life Sciences

Ocean atmosphere rife with microbes

17.10.2017 | Life Sciences

VideoLinks
B2B-VideoLinks
More VideoLinks >>>