Full Text

Advertising, Endorsement in

Barbara A. Lafferty


In the fields of consumer research, communications, and →  Persuasion , few concepts have been studied more over the decades than that of endorsers in advertisements. An endorser can broadly be defined as any individual who appears in an advertisement as a spokesperson for that product. The endorser can be a well-known actor, athlete, or any other person with celebrity status (→  Celebrity Culture ; Stars ), or another perceived expert such as a doctor, a scientist, or even the CEO of a firm. Using credible or celebrity endorsers to promote the product is a popular advertising technique used worldwide to attract →  attention to the ad, enhance the persuasiveness of the message, increase recall of the ad, and make the brand stand apart from competitive products. The origins of endorsers in advertisements can be traced to source credibility research in social psychology ( Hovland & Weiss 1951–1952 ; Hovland et al. 1953 ; →  Credibility Effects ; Hovland, Carl I .). According to Hovland's model, the effectiveness of a message depends on the expertness and trustworthiness of the source. Expertness is defined as the perceived ability of the source (endorser) to make valid assertions. Trustworthiness is defined as the perceived willingness of the source to make valid assertions. The expertise and trustworthiness of an endorser in an ad are the two most important dimensions ... log in or subscribe to read full text

Log In

You are not currently logged-in to Blackwell Reference Online

If your institution has a subscription, you can log in here:


     Forgotten your password?

Find out how to subscribe.

Your library does not have access to this title. Please contact your librarian to arrange access.

[ access key 0 : accessibility information including access key list ] [ access key 1 : home page ] [ access key 2 : skip navigation ] [ access key 6 : help ] [ access key 9 : contact us ] [ access key 0 : accessibility statement ]

Blackwell Publishing Home Page

Blackwell Reference Online ® is a Blackwell Publishing Inc. registered trademark
Technology partner: Semantico Ltd.

Blackwell Publishing and its licensors hold the copyright in all material held in Blackwell Reference Online. No material may be resold or published elsewhere without Blackwell Publishing's written consent, save as authorised by a licence with Blackwell Publishing or to the extent required by the applicable law.

Back to Top