2.3.3 Celebrity Persuasiveness Models
Previous researchers have developed different models to identify the most critical factors that determine the effectiveness of celebrity endorsement, in which source credibility model and source attractiveness model are generally recognized as the two most critical source characteristics in majority of studies (Choi & Rifon, 2012; DeShields & Kara, 2000; Erdogan, 1999; Friedman & Friedman, 1979; Klebba & Unger, 1983; McCracken, 1989; McGuire, 1985; Ohanian, 1990; Subhadip, 2012). Expertise, trustworthiness, and attractiveness are the three dimensions being recognized as the components of source persuasiveness (Hovland, Janis, & Kelley, 1953; Kahle & Homer, 1985; Lord & Putrevu, 2009; Ohanian, 1990).
…show more content…
By definition, credibility refers to the believability of the celebrity endorser (Bhatt, Jayswal, & Patel, 2013). This source credibility model suggests that the effectiveness of celebrity endorsement is attributed to the perceived expertise and trustworthiness conveyed by the celebrity endorser (i.e. source) (Hovland et al., 1953). Kelamn (1961) defined source credibility as the perceived expertise and trustworthiness of the source by the message receivers. Other scholars also recommend that expertise and trustworthiness are the two most significant features that govern the level of source credibility (Bhatt, Jayswal, & Patel, 2013; Choi & Rifon, 2012; Dekker & van Reijmersdal, 2013; Egan, 2007; Ohanian, …show more content…
I. Expertise
Expertise can be also regarded as expertness (McCracken, 1989). McCracken (1989) recognized expertise as the perceived capability of the source to make valid declarations (Pornpitakpan, 2003). Expertise is related to the source’s particular ability, qualifications, acquaintance and experience, as perceived as a source of valid and convincing assertions (Choi & Rifon, 2012; Egan, 2007; Erdogan, 1999; Hovland, Jannis & Kelley, 1953).
Previous research generally indicates that there is a positive relationship between the source expertise and consumer attitudes (Choi & Rifon, 2012; Karmarkar & Tormala, 2010). A source that is perceived to be more expert in a particular aspect is generally more persuasive. Therefore a more effective communication is more likely to be generated (Aaker & Myers 1987), for instance, greater intention for message receivers to purchase the products (Ohanian 1991). Some scholars also find that celebrities with higher perceived expert normally generate high recall of endorsed product (Speck, Schumann & Thompson, 1988; Erdogan,
Marshall P. David (1997). Celebrity Power; Fame in Contemporary Culture. May 16, 2010. Electronically retrieved from
Every day consumers are exposed to thousands of advertisements, hindering companies to create a unique position and receive attention from buyers. Using celebrities can not only help businesses to create distinctive, memorable ads, but engender a positive effect on the attitude and sales intention towards the brand or product as well. Sue Jozi in her passage, argues that advertising through celebrities is not only unfair, but unethical. The author supports her claim by first giving examples of present day brands and objects endorsed by celebrities to get her audience to relate the topic to their everyday life. She continues by stating her position on the issue and explaining the offense she feels toward this type of advertisements. The author’s purpose is to persuade her audience that celebrity endorsement is
Bennett, Courtney. "Fan Club Confessions: Teens Underestimate Influence of Celebrity." Psychologytoday.com. Sussex Publishers, 1 Apr. 2005. Web. 29 Jan. 2014.
Societal influence can make or break a career. Credibility unifies a society, but it requires trust, reliability, and integrity. Credibility influences society to believe in the artifice spewing from the mouths of leaders and authors and celebrities expressed in a way that connects with the society. Social media- the likes, the followers, the endorsements- persuades people to buy things not needed, to look like someone other than themselves, to aspire to be something that they are not. Artifice persuades people with the corporations, the pictures, the celebrities, and the medium used to obtain them. Artifice can be negative. It can be a red herring, generate malinformed people, and ruin credibility, but it does make people appear more persuasive and sugarcoat statements considered more positive. For these reasons, artifice is the most essential skill, explored in Empire of Illusion by Chris Hedges.
The image creation of a celebrity is a bit of a causality dilemma; trying to distinguish if celebrities make their own image and decide what they’re famous for, or if the common people prescribe a celebrity's image, is likely a futile effort. The culture of celebrity can be seen as a democratized process h...
Celebrities across the world are paid millions of dollars everyday for providing entertainment, and creating good memories. Although entertainment is satisfying, are these celebrities worth as much as they make? This paper argues celebrities are overpaid as a result of people expending excessive money on them. In addition, endorsement companies observe people contribute money to celebrities, which leads to endorsements generating acclaimed personalities as their sponsor; futhermore, awarding celebrities more money along with needless endorsements. Lastly, some celebrities are not knowledgeable enough about handling their money, therefore they wind up going broke. While saying all this, we as people are a monumental factor of overpaid celebrities due to us displaying plenty of affection in them, and spending so much money to see a movie or watch a game.
Every day in our life's we are persuaded to make choices. Persuasion is a very
Prestige is an important source of social influence, and a social status that places extra significance on the person which increases the weight of their opinions. It has been long recognized that the power of prestige make somebody’s evaluations relevant for others (Lindenberg, Joly and Stapel). Research done on celebrities by Ferris singled out success as their main source of prestige. This would mean that people care about the words and actions of celebrities due to their success, which leads to an increase of their social influence. Such an example is Kylie Jenner, who landed a spot on TIME magazine’s list of “Most Influential Teens” in 2014 and 2015. She dominated the beauty world by setting fashion and beauty trends. Even an entire movement called the “Kylie Jenner Challenge” on social media started, as people wanted their lips to look like
isdetermined by the communicator¹s appearance as an expert or as someone who can be trusted. Expertise is established when the communicator is introduced as someone who has a great deal of knowledge concerning the topic of conversation. When the communicator relays viewpoints that areidentical to the audience she/he will be perceived as smart.
We are part of a generation that is obsessed with celebrity culture. Celebrities are distinctive. Media and consumers alike invented them to be a different race of super beings: flawless, divine and above all the real moral world. In a 1995 New York Times article “In contrast, 9 out of 10 of those polled could think of something
However, Celebrities’ influences would not always be good for everyone because they are not always reliable.
Experts can be valuable and worthless depending on the situation. As a knower you must be able to distinguish the difference. Experts are not totally worthless, however, they should not be relied on completely. It is good to keep an open mind and gather opinions from various experts. Opinions are important, however, human judgment should prevail when acquiring knowledge. It is best to take the opinion of the expert with a grain of salt. Therefore, the opinions of an expert is important in providing someone with a little bit of insight in order to be able to further acquire knowledge.
Meaning of the Term “Competency” Competency has its origins in the Latin word 'competentia' which means is authoritative to judge as well as ―has the right to speak‖ (Caupin et al., 2006: 9). The English dictionary defines the word ‘competence’ as the state of being suitably sufficient or fit. Trying to draw a fine line between the words such as proficiency, capability, capacity, competence, competency/ competencies is even more difficult and creates confusion (see examples in Byham & Moyer, 2000; Cooper, 2000; Mirabile, 1997). Those who invested efforts in investigativing competency are immediately struck by the lack of uniform definitions, compositions, and methodologies which, of course, lead to misunderstanding, wandering,
Magazine. The context, audience, and purpose play a significant role in understanding the stylistic and structural elements of the article. OK! Magazine has conveyed to the reader the attitudes and values that are important to celebrities and to itself as an entertainment magazine. The text is extremely effective in shaping the perception of the reader and painting a public image for Ben and other celebrities. The article reinforces the values that are inherent in our modern society, as every person wants to gain recognition from other people and become a beloved celebrity who is remembered for their outstanding
In many cases if the question "Who is a celebrity?" is asked to the general occupancy of a room, there will be shouts of big names such as "Pat Benetar" or "Jack Black", people who through some way have exposed themselves to the general population's benevolent reception. However, not all names that are given are familiarized with the entirety of the room, whereas an individual currently occupying the room's name may be known to all the other occupants. Unfortunately for this individual this does not mean they have achieved the much hungered for status of Celebrity', simply because people whom have seen the individual day after day know his/her name. The status of celebrity seems to be achieved when a person commands a high level of media of attention or when the celebrity in question obtains a following of people or fans, whose interests are piqued with the actions of the celebrity. It is also a general thought that a celebrity is one who can be considered a role model, someone who the massive population of fans and/or followers adore and wish to make their lives similar to the celebrity they idolize. Although the celebrity is idolized by a large following, this does not necessarily mean that the celebrity is a good role model. However, despite the poor decisions that celebrities often seem to make there is still a crowd following them anticipating how they can emulate the person next. This general assumption can be given what appears to be a solid standing with such things as, Celebrity Branding. There are countless items branded with the names of those seen in the media, from perfumes to clothing to video games, these branded items sell for twice as much as their competitors and also sell twice the quantities. With this kind of example how could anyone argue that the status of celebrity is achieved through any other means than being a highly acclaimed role model for the masses?