Celebrity endorsement: The effects of social comparisons on women's self-esteem and purchase intensions

Celebrity endorsement: The effects of social comparisons on women's self-esteem and purchase intensions

Hellen, K.
Saaksjarvi, M.C.

Industrial Design Engineering

Product Innovation Management

2012-12-31

In this research we investigated the interplay between celebrities holding positive vs. negative media images and women’s self-esteem and purchase intensions. Study 1 documents that “good” celebrities decrease consumers’ self-esteem while a “bad” celebrity increase self-esteem. Study 2 shows that changes in self-esteem transfer to the product if consumers engage in an assimilating comparison process. Study 3 demonstrates that for consumers low in true self-esteem, a bad celebrity increases and a good celebrity decreases purchase intentions. In contrast, for women high in true self-esteem, a positive celebrity leads to greater intentions to purchase the celebrity-endorsed product.

celebrity endorsement, self-esteem, women

http://resolver.tudelft.nl/uuid:4a97fbbe-e8e8-4405-945b-3e4957da822e

Proceedings of the 2nd Nordic Conference on Consumer Research, Gothenborg, Sweden, 30 May-1 June, 2012

Institutional Repository

conference paper

(c) 2012 Hellen, K., Saaksjarvi, M.C.