Does Negative Information About an Expert Endorser Harm the Promoted Product?

• In Event: ICA Plenary Interactive Paper/Poster Session II
  In Interactive Paper Session: Information Systems Interactive Poster Session

Abstract

Endorsers are commonly used in advertising to lend an image of humanity to a brand or product. Research on the topic shows that expert endorsers are especially effective in enhancing product evaluation and positively affecting purchase intentions. Consequently, when working with celebrity endorsers, a match between product and endorser is most effective for advertising. However, advertising with celebrities bears the risk that their public image might change over time (e.g., through scandals), which in turn might have negative consequences for the endorsed product. This study investigates if negative information about an expert endorser spills over to product evaluations and whether this is dependent on judgments about competence or warmth. Results indicate that negative information about the endorser’s warmth actually increases perceived competence, which in turn is more relevant for product evaluation and purchase intention.

Author

• Christina V. Peter, Ludwig-Maximilians-Universitaet Muenchen