How marketers can use celebrities to sell more effectively

The first part of this paper summarises the key points about the use of celebrities in advertising, sets this particular creative technique in context and demonstrates how significant its return on investment can be. In the second part the paper goes on to report a more detailed analysis of the ‘celebrity’ case histories among the winners in the IPA Effectiveness Awards, and how practitioners have applied celebrity use to brands to make exceptional impacts on profitability.     

“Celebrities to lean on!” Perceived celebrity support across two cultures—Iran and the United States

Though many people loathe celebrities and their lifestyles, celebrities can also be perceived as being available to provide community support. The purpose of this study was to establish the psychometric properties of the Perceived Celebrity Support Inventory. The scale was developed to capture three aspects of perceived celebrity support to the community: instrumental (i.e., providing tangible and concrete assistance), informational (i.e., advice, explanation, and information), and emotional (i.e., empathizing, encouraging, listening, and comforting) support. Factor and item analyses have revealed robust psychometric properties in samples drawn from the United States (US) and Iran. The US sample perceived higher community support from celebrities than the Iranian sample. In the Iranian sample, perceived celebrity support for the community was associated with more positive attitudes and less hatred of celebrity culture. In the US, perceived celebrity support was associated with negative attitudes and elevated hatred towards celebrities. The findings advance the literature by providing an instrument with which to measure positive aspects of celebrity influence across cultures.     

“一”人代言的魅力：品牌代言人数如何影响消费者的品牌态度

有的品牌仅邀请一位名人代言, 而有的品牌由多位名人代言, 那么一人代言还是多人代言会更有效?为了回答该问题, 研究基于形象转移视角和单人积极偏差, 深入探究了品牌代言人数因素(一位代言人vs.多位代言人)对品牌态度的影响机制和边界条件。研究发现：相比品牌多人代言, 品牌单人代言使消费者的品牌态度更高。原因在于消费者与一位(vs.多位)品牌代言人的自我-品牌联结更紧密, 进而促进品牌态度。该品牌代言人效应仅局限于象征型产品, 而对于非身份象征型产品, 品牌单人代言(vs.品牌多人代言)对品牌态度无显著差异。此外, 当多位品牌代言人为一个团体时, 品牌代言人数效应将被逆转, 即品牌多人代言(vs.品牌单人代言)对品牌态度的影响更高。     

国别属性重要吗？代言人与广告效果关系研究的新视角

随着全球市场的形成, 一些中国企业开始选取外国明星作为产品的代言人, 目的是希望借外籍代言人提升品牌的吸引力, 获得消费者的喜爱与购买。与此同时, 一些跨国企业也开始使用中国明星为其产品代言, 以期通过“本土化”加强消费者对品牌的认同, 从而最终接受这一品牌。然而, 这种做法是否令消费者认可和接受, 其广告效果到底如何还是未知数。从目前来看, 这一作法既缺乏理论论证也缺乏实践的检验。根据代言人匹配假说, 作者认为代言人国别属性与产品国别色彩的一致性对广告效果也具有重要的影响。通过3(中、外、无国别特色产品)×2(功能性产品、享乐性产品)×2(中、外代言人)的实验设计, 验证了代言人与产品国别一致性作为调节变量对代言人特征与广告效果关系具有正向的影响, 即当代言人国别属性与产品国别色彩一致时, 广告效果明显优于不一致的情形。对于中国特色产品, 中国代言人的广告效果更好, 而对于外国文化色彩以及无国别色彩的产品, 外国代言人的广告效果要明显高于中国代言人。     

广告代言人参与度研究:深层代言还是浅层代言?

有关广告代言人效果、消费者卷入的研究都曾引起学界的重视并已取得了丰硕的成果,然而,代言人在品牌代言时实际参与(卷入)的程度是否影响消费者对其代言效果的认识,当代言不同类别的产品时这种代言效果是否依然存在,此外,消费者的个性特点是否也会影响这种代言效果等仍需要理论上的深入探讨。本文通过2(代言人高参与度/代言人低参与度)×2(高认知需求/低认知需求)×2(享乐型产品/功能型产品)的实验设计,全面、系统地探讨了代言人参与的深浅程度对消费者品牌态度和品牌文化感知的影响,以及消费者认知需求对两者之间的调节作用。结果表明,无论是代言享乐型还是功能型产品,代言人参与程度都会对消费者品牌态度和品牌文化感知有显著的影响,而且消费者对于明星代言享乐型产品的品牌态度显著高于功能型产品。特别地,这种作用还受到消费者认知需求水平的影响。即当消费者认知需求水平高时,名人参与代言的程度会对其品牌态度造成积极的正向的影响;而当消费者认知需求水平低时,名人参与代言程度则不会对其品牌态度造成显著影响。     

Fame,Narcissism, and the Capacity for Intimacy: A Daughter’s Reflection

In a culture in which fame has come to be viewed as the pinnacle of human achievement, it is natural to assume that celebrity status must be deeply gratifying to the person who has achieved it—a source of exceptional and stable self-esteem. In this article, I draw on my experience of my father’s celebrity at the peak of his career as a source of insight into the reality of fame as a psychological phenomenon, highlighting the paradoxical relationship between the larger-than-life public image of the celebrity and the way in which that person actually experiences himself or herself and is experienced by intimate others. I suggest that the drive behind the achievement of fame is typically a feeling of deep personal inadequacy, and a desperate hope that public acclaim will ease this self-doubt. But, in truth, no amount of public admiration can promote genuine feelings of self-acceptance where early parental love has failed to do so. The article then explores why we humans, as a species, are deeply invested in the glorified images of our celebrities, ascribing them godlike qualities, and taking comfort in the illusion that they have achieved an enviable state of grace.     

In search of the true group animal: the effects of affiliation orientation and social comparison orientation upon group satisfaction

A study among 653 undergraduate students examined the effects upon group satisfaction of social comparison orientation (Gibbons & Buunk, 1999) and affiliation orientation, i.e. the preference for doing things together and in groups versus a preference for doing things alone. Affiliation orientation correlated positively with extraversion and agreeableness, and social comparison orientation correlated negatively with emotional stability and openness to experience. A multi‐level analysis showed that individual level variance in group satisfaction was explained by an interaction effect of affiliation orientation and social comparison orientation: a high level of affiliation orientation was associated with high group satisfaction of individual group members, but only among those low in social comparison orientation. Among those high in social comparison orientation, a high level of affiliation orientation was even associated, though not very strongly, with low group satisfaction. These effects were upheld when simultaneously controlling for all ‘Big Five’ personality dimensions. It was concluded that the typical ‘group animal’ is someone who has a strong preference for affiliation, combined with a low tendency to compare him‐ or herself with others. Copyright © 2005 John Wiley & Sons, Ltd.     

Parasocial relationships and self‐discrepancies: Faux relationships have benefits for low self‐esteem individuals

The current research proposes that low self‐esteem people can use parasocial relationships to experience movement toward the ideal self, a benefit they may miss in real relationships. In Study 1, low self‐esteem undergraduate psychology students at a public university in the United States felt closest to celebrities who were similar to their ideal self. In Study 2, low self‐esteem college students primed with their favorite celebrity became more similar to their ideal selves. In Study 3, low self‐esteem college students primed with their favorite celebrity, but not a close relationship partner, became more similar to their ideal selves. Results are discussed in terms of the implications for parasocial relationships, self‐esteem, and the flexibility of the need to belong.     

The seventh servant: The implications of a truth drive in Bions theory of 'O'

Drawing upon Bion's published works on the subjects of truth, dreaming, alpha‐function and transformations in ‘O’, the author independently postulates that there exists a ‘truth instinctual drive’ that subserves a truth principle, the latter of which is associated with the reality principle. Further, he suggests, following Bion's postulation, that ‘alpha‐function’ and dreaming/phantasying constitute unconscious thinking processes and that they mediate the activity of this ‘truth drive’ (quest, pulsion), which the author hypothesizes constitutes another aspect of a larger entity that also includes the epistemophilic component drive. It purportedly seeks and transmits as well as includes what Bion (1965, pp. 147‐9) calls ‘O’, the ‘Absolute Truth, Ultimate Reality, O’ (also associated with infi nity, noumena or things‐in‐themselves, and ‘godhead’) (1970, p. 26). It is further hypothesized that the truth drive functions in collaboration with an ‘unconscious consciousness’ that is associated with the faculty of ‘attention’, which is also known as ‘intuition’. It is responsive to internal psychical reality and constitutes Bion's ‘seventh servant’. O, the ultimate landscape of psychoanalysis, has many dimensions, but the one that seems to interest Bion is that of the emotional experience of the analysand's and the analyst's ‘evolving O’ respectively (1970, p. 52) during the analytic session. The author thus hypothesizes that a sense of truth presents itself to the subject as a quest for truth which has the quality and force of an instinctual drive and constitutes the counterpart to the epistemophilic drive. This ‘truth quest’ or ‘drive’ is hypothesized to be the source of the generation of the emotional truth of one's ongoing experiences, both conscious and unconscious. It is proposed that emotions are beacons of truth in regard to the acceptance of reality. The concepts of an emotional truth drive and a truth principle would help us understand why analysands are able to accept analysts’ interpretations that favor the operation of the reality principle over the pleasure principle—because of what is postulated as their overriding adaptive need for truth. Ultimately, it would seem that Bion's legacy of truth aims at integrating fi nite man with infi nite man.     

Relationships Between Body-Shape Discrepancies With Favored Celebrities and Disordered Eating in Young Women

Disordered eating is linked to body shapes and images presented in the mass media. Favored celebrities may represent a particularly strong source of influence. We examined cross-sectional relationships between women's disordered eating and their perceptions of body-shape differences with favored celebrities. Women between the ages of 18 and 27 rated personal body shapes alongside those of self-selected favored celebrities. Multivariate analyses showed self/celebrity body-shape discrepancies to be linked to EAT-26 diet, bulimia, and oral control scales independent of personal body-shape and self/ideal discrepancies. For bulimia subscale scores, this relationship was moderated by a more favorable perception of the celebrity relative to the self. Celebrities might be important in creating an unrealistic social comparison standard that contributes to disordered eating.     

Codes of online sexuality: Celebrity,gender and marketing on the web

Marketers use the combination of sex and celebrity to sell movies, music, and more. this qualitative project uses content analysis to track sexualized images on the official Web sites and fan sites of 41 celebrities. An official Web site may construct a celebrity’s sexuality as part of overall marketing, with all images as tightly controlled as trademarked images. Over time, these celebrity images become a public sexual iconography. While such images have been studied in other mass media, few studies have scrutinized sexuality on mainstream Web sites. This analysis finds that female musicians are more likely than other celebrities to be represented by sexualized images, and that all types of female celebrities are sexualized more than males. In general, a female celebrity who uses sexuality to promote her public image wears this sexuality like a uniform on both official and fan Web sites.     

自强还是自嘲?名人代言如何提升社会化媒体广告的营销效果

企业为了促进产品推广, 不惜重金聘请名人为产品代言。已有的文献主要探究名人代言的自强型模式, 很少研究名人代言的自嘲型的表达方式。本文则基于社会影响理论和产品差异理论探究了两种类型名人代言在不同产品情境下对消费者口碑推荐的影响。通过二手数据分析和实验法研究发现：自强型的名人代言更有利于提升消费者对享乐型产品的口碑推荐; 自嘲型的名人代言更有利于提升消费者对实用型产品的口碑推荐; 自强型的名人代言主要是通过强化其规范性影响, 进而增强消费者对享乐型产品的口碑推荐; 自嘲型的名人代言主要是通过强化其信息性影响, 进而增强消费者对实用型产品的口碑推荐。     

Adolescents' secondary attachments to celebrity figures

This study examined the influence of age, gender, and pubertal development on the personality attributions that adolescents make to age-appropriate celebrities. Sixty male and female 5th, 8th, and 11th graders completed a series of questionnaires describing the perceived maturity, attractiveness, and personality of six male and six female age-appropriate celebrities. Multivariate analyses of variance revealed that (a) adolescent found opposite-sex celebrities more attractive than same-sex celebrities; (b) the perceived attractiveness of opposite-sex celebrities increased with grade, particularly among adolescent females; (c) androgynous celebrities were seen as more attractive than either sex-typed or cross-sex celebrities; and (d) adolescents' preference for androgynous celebrities increased with grade. Contrary to prediction, adolescent pubertal development was unrelated to celebrity attractiveness ratings. For 5th-grade girls, however, pubertal development positively correlated with the perceived maturity of all female celebrity figures, regardless of the celebrity's sex type (i.e., sex typed vs. androgynous vs. cross sex). These findings provide convergent support for the hypothesized role of secondary attachments in adolescent identity development.

     

Analyzing Big-Five Personality Traits of Indian Celebrities Using Online Social Media

Personality traits analysis has been an active area of research in information systems and its cognate disciplines. However, there are multiple challenges faced by questionnaire-based measurement of personality traits including low response rate and limited access to the individuals. This research paper presents a social media-based approach to determine the Big-Five personality traits of different groups of celebrities. First, authors collected the Twitter posts of celebrities in different professions and used IBM’s Watson Personality Insights tool to determine the personalities of these celebrities. Next, with the help of statistical analysis and visualization techniques, authors determined the personality pattern within and across the group of celebrities. The results demonstrate that there is significant difference across groups of celebrities on three of the Big-Five personality traits—Openness, Agreeableness, and Extraversion. However, there is no significant difference among the celebrity groups on the Conscientiousness and Neuroticism trait.     

What Celebrity Case Studies Can Teach about Clinical Formulation of Mental Health Conditions

Abstract

A key challenge in the ‘making of the psychologist’ is how to teach clinical case formulation, which goes beyond just listing the symptoms that make the ‘diagnosis’. One approach which has been both effective and popular among students entails employing case studies of individuals who are celebrities with known mental health conditions and then exploring not only their presenting problems and symptoms, but also a detailed analysis of biopsychosocial predisposing concerns, precipitating events, perpetuating circumstances, and protective factors. Nine cases deemed to be particularly suitable for such psychobiographical instruction are reviewed to illustrate the learning points about case formulation. The cases were chosen because they provide a breadth of presenting symptoms and the individuals under consideration are ones who for the most part have been self-disclosing about their conditions, which makes the clinical material accessible for study; a number have been leaders in the fight against mental illness stigma. The use of celebrity case accounts serves to develop talents in case formulation and appreciation for the complexity of people and the developmental influences in identity formation. Further pedagogic benefits are heightened awareness of mental health stigma issues and the personal and societal barriers individuals face in seeking needed help.     

A New Look at Celebrity Endorsements in Politics: Investigating the Impact of Scandalous Celebrity Endorsers and Politicians’ Best Responses

When a celebrity receives negative news coverage, his or her endorsements of politicians can pose negative consequences for the politicians. We investigated such negative consequences with the help of two experimental studies. In Study 1 (celebrity involved in tax scandal), we manipulated whether an endorsement was initiated by a politician or a celebrity (i.e., controllability) in a 2 × 2 between-subject experiment. We also manipulated politicians’ responses (i.e., no response vs. response). Study 2 was a conceptual replication of the first experiment (celebrity involved in a real estate scandal). Results of Study 1 revealed that politicians are perceived to be more in control of self-initiated endorsements than other-initiated ones. Perceived controllability, in turn, influenced feelings of anger and pity, eventually affecting voting intentions. For self-initiated endorsements, no response appears to be the best reaction. By contrast, public response is advised when the endorsement was initiated by another entity. Results were replicated in Study 2. However, particular responses of a political candidate revealed no influences in connection with a real estate scandal. We explain our findings by applying the theory of planned behavior, attribution theory, and situational crisis communication theory.     

The Saint

Today, within the Christian culture, the celebrity has replaced the idea of the saint. Very strangely, the celebrity is the dire opposite of the classic notion of the saint. Even more strikingly, the idea of celebrity runs contrary to Jesus' teachings. Of course, in Jesus' day, there were no celebrities, as we know them today. What passed for celebrities in his day were the rich and wealthy. They were the ones that everyone looked up to and admired, but Jesus tells us that they are actually the most unfortunate, and that wealth is the most dangerous of any of the idols that possess us and keep us from the fullness of life God has for us.     

Face scanning distinguishes social from communication impairments in autism

How closely related are the social and communicative impairments in Autism Spectrum Disorder (ASD)? Recent findings in typically developing children suggest that both types of impairment are highly heritable but have only moderate behavioural and genetic overlap. So far, their respective roles in social perception are poorly understood. Here we show that when looking at other people’s faces, children with ASD who are better at socio‐emotional behaviours than non‐verbal communication look more at the eyes, while those with the opposite profile look more at the mouth (Study 1). For the mouth area, a similar pattern was observed for inverted faces, suggesting that information from this area is perceived on a featural basis. In Study 2, we found that when shown a person performing manual actions, ‘eye‐lookers’ from Study 1 tended to look most at the face of the actor, while ‘mouth‐lookers’ from Study 1 tended to look at the action itself (hand/objects). This result was found in both ASD and typical development. In Study 3, the main finding in Study 1 was replicated in a new sample. Taken together, we interpret these results as supporting the view that the neural systems underlying socio‐emotional versus non‐verbal communication skills are separable, a finding that has important theoretical and clinical implications. The results also suggest that a similar differentiation of looking behaviour may operate in normal development.     

The celebrity appeal questionnaire: sex, entertainment, or leadership

The Celebrity Appeal Questionnaire was constructed to operationalize constructs related to why fans are attracted to their favorite celebrities and was developed for use with fan bases for specific celebrities. This revised version asked fans of a specific celebrity to rank order three roles they might see the target celebrity playing in society with an option to not rank them at all. Of 409 respondents attending Josh Groban fan club meetings, 75% said Groban's most important role in society was as a leader and role model in trying to make the world a better place. A factor analysis of correlations of Likert-type scale ratings and an analysis relating those factors back to the rank orderings support the internal reliability and validity of the questionnaire.     

The Less the Public Knows the Better? The Effects of Increased Knowledge on Celebrity Evaluations

Celebrities are figures that people like a lot but know little about. Two experiments investigated how celebrity evaluations are affected by increased knowledge. In Experiment 1, heightened knowledge of the political orientation, faith, and social attitudes of two prominent actors led to less favorable evaluations and greater differentiation in the evaluations of the actors along political and gender lines. In Experiment 2, increasing participants' cognizance of their limited knowledge of popular entertainers led to less positive evaluations and diminished credibility of the celebrities as spokespersons. The findings suggest that increasing knowledge and meta-knowledge of celebrities may diminish their marketability.