Celebrity Endorsements - Buyer Behavior

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Applicable Theoretical Models (routes of persuasion, liking principle, authority, social proof, range of effectiveness)

Though there are many strategies and tactics that marketers use to advertise a brand, product, or service to consumers, the specific routes of persuasion that are employed by marketers is crucial to the effectiveness and success of the advertisement. Specifically, the central route and the peripheral route of persuasion are two primary methods that are frequently seen in various advertisements. But while both routes are effective in their respective ways in persuading consumers to purchase a given brand, they are most effective in different and specific circumstances. In order to understand which route is most effective in regards to celebrity endorsements, the three main criteria that define these routes, motivation, ability and opportunity, must be analyzed.

The central route of persuasion contains messages that are straightforward and requires “thoughtful consideration of the arguments (ideas, content) in the message” (Benoit). As the viewer carefully analyzes the message and the content of the advertisement, a high level of time and a significant amount of effort from the consumer’s end is required in order for the ad to be successful. The central route of persuasion’s need for attentiveness from the viewer of the advertisement is due to the fact that the central route is most effective when it addresses an issue or topic that is of high importance to the individual. In turn, the central route also requires that there be a high a level of motivation, ability and opportunity from the consumer to interpret and reflect upon the ad.

Conversely, the peripheral route is most successful with messages that require a low level of motivation, ability and opportunity from the consumer. While the central route of persuasion focuses more on the merit of the argument and message of the advertisement, the peripheral route’s message tends to emphasize the attractiveness and expertise of the source instead. Additionally, unlike the central route of persuasion, which calls for high involvement and motivation from consumers, the peripheral route’s emphasis of low involvement enables consumers to “be persuaded by factors that have nothing to do with the actual content of the message itself”( Anghel), like a celebrity for instance. As “products that are often endorsed by celebrities are running shoes, beauty products, soft drinks and other beverages” (Anghel), the low involvement required by the peripheral route evidently enables individuals like celebrities to have a notable influence on consumer attitudes towards brands.

The central route’s focuses on messages that are of high importance and attempts to change beliefs that are confidently and closely held, causing attitudinal changes “to persist longer” (Wilcox) and become “more predictive than changes induced through the peripheral route” (Wilcox). However, while the central route’s influence and affect may have a long lasting impacts on consumer attitudes towards a given brand, in the case of celebrity endorsements, it does not provide an adequate platform a celebrity to have profound impact on the way consumers behave or think. Rather, the low level of involvement and effortless interaction that is required from consumers in the peripheral route enables celebrities to significantly influence consumer attitudes instead.

In order to successfully market a product using a celebrity endorsement, it is important to able connect the advertisement to theoretical models that will let the celebrity endorser shine in the advertisement. When using celebrity endorsers, two of the most important aspects of finding the right celebrity is that if that person is liked, as well as if that celebrity is an authoritative figure who has a multitude of followers. These two aspects are two of Dr. Robert Cialdini’s six principles of persuasion, and are two key theoretical methods in creating a great ad with celebrity endorsements. While the other four principles fade into the background when discussing the importance of persuasion with celebrity endorsements, the liking and authority principles remain cornerstones.

The liking principle is a key aspect in that consumers are more likely to buy a product if the celebrity endorsing that product is someone they adore. Likability is a huge influence, and consumers that have established feelings of lust or admiration towards a celebrity are much more likely to purchase the product being endorsed. Cialdini believes that five factors; physical attraction, similarity, compliments, contact, and association, power a consumer to relate to a celebrity endorser and believe in the product they are selling (Cialdini). When Chief Marketing Officer of Nationwide Insurance Matt Jauchius was looking for a celebrity endorser, he chose Peyton Manning because of his likability amongst the people. Jauchius said, “He’s considered by some the most-popular player in the most-popular sport in the country. It’s important when you’re investing in sports marketing to have a face” (Schenker). The popularity and likeability has linked Manning and Nationwide, and that association has driven Nationwide sales since the beginning of their partnership.

The authority principle is the second principle of Cialdini’s that is of ultra importance when discussing the success of celebrity endorsements. The authority principle is vital in that consumers will follow an authority figure and because of the enormous amount of influence that celebrity has over a group of people. Whether it is an individual title that a celebrity holds or affluence in the area of the product they are endorsing, having authority over a group is key for marketers when looking at the ideal celebrity to use for their product. In 2009, Robert Shapiro founded a women’s shoe and accessory company called ShoeDazzle, but initially struggled to make profits as he was not a well-known name in the female shoe industry. So, in 2010, he brought in TV celebrity Kim Kardashian as a chief fashion stylist, and the company immediately took off. This newfound success has a clear correlation to the authoritative power Kardashian has over the consumers, made crystal clear by the 88.7 million follower she has on Instagram. All it takes is for her to post a picture on Instagram with shoes from ShoeDazzle, and 88.7 million people see her wearing shoes from this company, and then her followers immediately head to ShoeDazzle stores and websites.

While Cialdini’s principles are important to the success of celebrity endorsements, his principles are not the only keys to having successful advertisements. Another vital piece to celebrity endorsement success