Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

Celebrity endorsements less effective for many products

27.02.2007
Advertisements featuring endorsements by celebrities such as David Beckham are less effective than those featuring ordinary people, new research suggests.

This is because keeping up with the Jones’s rather than with famous people is the main motivation behind many people’s choice of which product to buy.

Researchers at the University of Bath, UK, and University of St Gallen, Switzerland, showed 298 undergraduates a magazine advertisement for a digital camera which included an endorsement by a fictional student who said the camera was “hot” and his “preferred choice”. Other students were shown the same advert, this time endorsed by an invented testimonial from a German celebrity.

The students were also assessed on how important it was for them that the products they buy made a good impression on others.

When questioned later, the students said that both types of testimonial were beneficial, but those students who said they bought products to impress others were much more likely to be influenced by the student testimonial and less by the celebrity. This applied equally to men as to women.

Professor Brett Martin, of the University of Bath’s School of Management, said that though the research was carried out in Germany, it was applicable generally.

“Our research questions whether celebrities are the best way to sell products. Celebrities can be effective but we found that many people were more convinced by an endorsement from a fictional fellow student.

“This is because many people feel a need to keep up with the Jones’s when they buy.

“They like to make sure their product is fashionable and trendy among people who resemble them, rather than approved by celebrities like David Beckham, Penelope Cruz, Brad Pitt or Scarlett Johansson. So they are more influenced by an endorsement from an ordinary person like them.

“This could mean that millions spent by the advertising industry on getting top actors and top quality sport stars like Sachin Tendulkar to give their names to products is unnecessary.

“Of course there are key tools to calibrate the match between a celebrity and a product and when these tools are used, it can work very well. But in terms of this research, if people are influenced by peer pressure then it’s the people who offer the social approval who count. We also found that men were as equally swayed by the desire to look good in front of their friends as women.”

The camera advertisement also included technical details of the camera, and another finding of the research was that those who were not interested in what their peers thought of them were influenced only by the technical details of the adverts, and not the endorsements.

“What is also important in our study is that people who aren’t bothered about having the trendiest goods pay more attention to the technical details of a product and ignore endorsements by anyone, celebrity or not, and advertisers should bear that in mind too,” said Professor Martin.

Professor Martin, who is part of the School of Management’s Marketing Group, said that some products like high-tech gadgetry could be advertised using testimonials from a typical member of the target market. Other products which were merely useful and tended to be used at home, like garden tools, could be advertised more successfully by just giving their technical specifications.

In the survey, 56 per cent per cent of those who admitted to buying products that would impress others said they were influenced by the testimonial from the student. Only 20 per cent said they were influenced by the celebrity testimonial. Only 5 per cent of those who did not buy to impress paid attention to the testimonial from the student.

Those who bought to impress others were only 49 per cent influenced by the technical details of the camera, whereas 78 per cent of those who did not buy to impress were influenced by the technical details of the camera.

Professor Martin’s collaborators were Daniel Wentzel and Professor Torsten Tomczak from St Gallen.

Tony Trueman | alfa
Further information:
http://www.bath.ac.uk/news/2007/2/27/celebrity-ads.html

More articles from Business and Finance:

nachricht Frugal Innovations: when less is more
19.04.2017 | Fraunhofer-Institut für Arbeitswirtschaft und Organisation IAO

nachricht Europe's microtechnology industry is attuned to growth
10.03.2017 | IVAM Fachverband für Mikrotechnik

All articles from Business and Finance >>>

The most recent press releases about innovation >>>

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

Im Focus: Making lightweight construction suitable for series production

More and more automobile companies are focusing on body parts made of carbon fiber reinforced plastics (CFRP). However, manufacturing and repair costs must be further reduced in order to make CFRP more economical in use. Together with the Volkswagen AG and five other partners in the project HolQueSt 3D, the Laser Zentrum Hannover e.V. (LZH) has developed laser processes for the automatic trimming, drilling and repair of three-dimensional components.

Automated manufacturing processes are the basis for ultimately establishing the series production of CFRP components. In the project HolQueSt 3D, the LZH has...

Im Focus: Wonder material? Novel nanotube structure strengthens thin films for flexible electronics

Reflecting the structure of composites found in nature and the ancient world, researchers at the University of Illinois at Urbana-Champaign have synthesized thin carbon nanotube (CNT) textiles that exhibit both high electrical conductivity and a level of toughness that is about fifty times higher than copper films, currently used in electronics.

"The structural robustness of thin metal films has significant importance for the reliable operation of smart skin and flexible electronics including...

Im Focus: Deep inside Galaxy M87

The nearby, giant radio galaxy M87 hosts a supermassive black hole (BH) and is well-known for its bright jet dominating the spectrum over ten orders of magnitude in frequency. Due to its proximity, jet prominence, and the large black hole mass, M87 is the best laboratory for investigating the formation, acceleration, and collimation of relativistic jets. A research team led by Silke Britzen from the Max Planck Institute for Radio Astronomy in Bonn, Germany, has found strong indication for turbulent processes connecting the accretion disk and the jet of that galaxy providing insights into the longstanding problem of the origin of astrophysical jets.

Supermassive black holes form some of the most enigmatic phenomena in astrophysics. Their enormous energy output is supposed to be generated by the...

Im Focus: A Quantum Low Pass for Photons

Physicists in Garching observe novel quantum effect that limits the number of emitted photons.

The probability to find a certain number of photons inside a laser pulse usually corresponds to a classical distribution of independent events, the so-called...

Im Focus: Microprocessors based on a layer of just three atoms

Microprocessors based on atomically thin materials hold the promise of the evolution of traditional processors as well as new applications in the field of flexible electronics. Now, a TU Wien research team led by Thomas Müller has made a breakthrough in this field as part of an ongoing research project.

Two-dimensional materials, or 2D materials for short, are extremely versatile, although – or often more precisely because – they are made up of just one or a...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

Expert meeting “Health Business Connect” will connect international medical technology companies

20.04.2017 | Event News

Wenn der Computer das Gehirn austrickst

18.04.2017 | Event News

7th International Conference on Crystalline Silicon Photovoltaics in Freiburg on April 3-5, 2017

03.04.2017 | Event News

 
Latest News

DGIST develops 20 times faster biosensor

24.04.2017 | Physics and Astronomy

Nanoimprinted hyperlens array: Paving the way for practical super-resolution imaging

24.04.2017 | Materials Sciences

Atomic-level motion may drive bacteria's ability to evade immune system defenses

24.04.2017 | Life Sciences

VideoLinks
B2B-VideoLinks
More VideoLinks >>>