Celebrity-Endorsed E-cigarette Brand Instagram Advertisements: Effects on Young Adults’ Attitudes towards E-cigarettes and Smoking Intentions
Journal of Health Psychology, 23(4), 550-560.
Abstract: Celebrities endorsing e-cigarette brands on social media may exert a strong influence on e-cigarette uptake. Using a between-subject experiment, this study examines the effects of endorser type (celebrities, non-celebrities and products only) in e-cigarette brand Instagram advertisements on e-cigarette attitudes and smoking intentions. Results showed that celebrity endorsers significantly increased positive attitudes towards e-cigarettes and smoking intentions, compared to non-celebrities or products only. Celebrity endorsers also rated significantly higher on trustworthiness, expertise, goodwill and attractiveness, compared to non-celebrities. Additionally, identification, social comparison, health consciousness and social networking site use moderated between endorser type and key dependent measures. Implications for e-cigarette marketing regulation are discussed.
The role of social categorization of models on visual attention to features of print advertisements
Abstract: Recent trends in consumer behavior have resulted in brands’ use of models in ads that challenge essentialized social categories (e.g., racially ambiguous) to appeal to socially-conscious consumers. Although industry outlets propose tentative suggestions for mechanisms underlying positive responses to these models, little empirical research investigates how different aspects of social identity (e.g., race, gender) […]
International Communication Association. Washington, D. C.read more
Changing the game: The effects of cognitive load and brand prominence on covert advertising recognition.
ABSTRACT: The present study (N=82) employed a 2 (advertisement format: advergame vs. video commercial) x 2 (brand prominence: low (Asus) vs. high (KFC)) between-subjects factorial experiment to investigate the effect of advertising format on advertising recognition and cognitive load. Findings show that advergames, in comparison to online video commercials, are more difficult for consumers to […]
Nathaniel J. EvansMichael HarmanBartosz Wojdynski
Accepted for presentation at the AMA Marketing and Public Policy Conference (MPPC), Washington, D.C.read more