Big star undercover: The eclipsing effect of celebrity endorsers’ faces on consumer’s brand recall

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	Big star undercover: The eclipsing effect of celebrity endorsers’ faces on consumer’s brand recall
	Liu, Y.; Liu, T. C.; Perez, A.
	2019-05-01
Source Publication	Proceedings of the 48th European Marketing Academy Annual Conference
Abstract	Evidence from neuroscience and psychology suggests that faces are supernormal stimuli that attract instant automatic attention. While numerous studies have focused on the positive effects of using celebrities’ faces in advertising, little is known regarding whether such could negatively impact exposure of the brand. The present research proposes that, as compared with a blurred or partially-covered face, a clear celebrity endorser’s face will impair consumers’ brand recall. Focusing on celebrities’ faces as the visual attention magnet, the present study demonstrates that a clear celebrity endorser’s face adversely affects the level of consumer engagement with brand name. Results from two experiments and one eye-tracking experiment offer empirical support for this hypothesis. These findings suggest that the inclusion of a celebrity’s face is a double-edged sword in advertisement design and should be done with caution.
Keyword	celebrity endorsement brand recall face perception
Language	英語English
The Source to Article	PB_Publication
PUB ID	45150
Document Type	Conference paper
Collection	CENTRE FOR CONTINUING EDUCATION
Corresponding Author	Liu, T. C.
Recommended Citation GB/T 7714	Liu, Y.,Liu, T. C.,Perez, A. . Big star undercover: The eclipsing effect of celebrity endorsers’ faces on consumer’s brand recall[C], 2019.
APA	Liu, Y.., Liu, T. C.., & Perez, A. (2019). Big star undercover: The eclipsing effect of celebrity endorsers’ faces on consumer’s brand recall. Proceedings of the 48th European Marketing Academy Annual Conference.

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