[ set DATA_HOME $env(UNIWEB_DOC_ROOT) source $DATA_HOME/init.appl ] 광고에서 유명인 모델의 부정적 정보와 제3자 효과

출처: 한국방송광고공사 - 광고연구

Abstract

The Third - Person Effect of Celebrity Endorsers’ Negative Information from Advertisers’ Perspectives

 

Lee,Byoung-kwan
(Lecturer, Dept. of Journalism & Mass Communications, Hanyang University)

Paek,Hye-jin
(Doctoral candidate, School of Journalism & Mass Communication, Univ. of Wisconsin-Madison)

Kim,Bong-chul
(Assistant Professor, Dept. of Journalism & Communications, Chosun University)

 

While using celebrity endorsers is one of the most popular advertising strategies, it is unclear whether celebrity endorsers’ revealed negative information has a negative impact on target consumers and to what extent the negative consequences, if any, operate. This study surveys advertisers to examine how their perception bias leads to their willingness to withdraw ads that feature a celebrity endorser tainted by a negative personal image. Based on the theoretical framework of “third person effects,” the results show that advertisers perceive greater effects of a celebrity endorser’s negative information on other advertisers and on consumers than on themselves. Unlike our expectation that self-other perceptual gap would lead advertisers to support for restrictive actions, however, total effects that combined perceived effects on self and on others were found to predict support for restriction. In addition, the more advertisers believe strong media power, the more likely were they to support for restrictive actions. Theoretical and practical implications are further discussed.

Key words : third person effects, celebrity endorsers, perceived similarity, media effects schema