Celebrity Endorsement in Anti-Drunk-Driving Campaigns: Reaching Risk Groups by Risk-Taking Advocates?

• In Event: Alcohol, Diet, Behavior Change: High-Density Panel in Public Health Communication

Abstract

Many health campaigns use celebrities as advocates to draw attention to their messages. But what differences do the testimonial’s characteristics make? We present experimental data from a 2x2 between-subject-design using male and female celebrities (two of them with/without publicly known alcohol and drug affinity) claiming for anti-drink/-drug-driving on billboards. Effects were analyzed for those participants who recognized the celebrities correctly. Respondents’ gender and drug affinity served as covariates. ‘Clean’ male celebrities were estimated more credible and thought-provoking, while risk-taking testimonials were rather skeptically viewed. Respondents with own drink-/drug-driving experiences were more reactant towards the messages, particularly if ‘clean’ celebrities were displayed. Only a small proportion of variance was explained by the respondents’ gender. For successful celebrity endorsement strategies, recognition of the character is the first relevant barrier to entry. The testimonial’s authentic risk behavior experience can be a key factor for message appeal, if it fits to the target audience.

Authors

• Eva Baumann, University of Bielefeld

• Sarah Geber, U of Music

• Christoph Klimmt, Hanover U of Music, Drama, and Media