The Attitudes of Middle Class Male and Female Consumers Regarding the Effectiveness of Celebrity Endorsers

This study analyzes consumer perceptions regarding the effectiveness of celebrity endorsers in relation to the AIDA framework and the match-up hypothesis. Findings indicate that celebrity endorsers influence both men and women, but men were influenced to a greater degree than women. The main AIDA influence is the celebrity endorser's ability to get and hold attention. Celebrity endorsers also appear to help products stand out from the competition, and make ads more memorable, as well as enhancing brand awareness, particularly for desired products. Indications are that the most important celebrity source characteristic is expertise, which apparently can overcome certain celebrity character flaws, such as the lack of trustworthiness and likeability.