![Image](https://www.worldsupporter.org/sites/default/files/styles/medium/public/bundle/wereldbol_summaries_joho_single_boek_1_150x190px_0.png?itok=PgQm9J5z)
- What are power distance beliefs?
- What is celebrity endorsement?
- How can power distance beliefs moderate celebrity endorsement?
- How do source expertise and trustworthiness mediate celebrity endorsement?
- What are the main conclusions with regards to PDB and celebrity endorsement?
- How can these results be used by marketers?
What are power distance beliefs?
Power distance beliefs (PDB) refers to the degree of power disparity that people in a culture expect and accept. Research indicates that PDB influences consumers´ tendencies to listen to and respect the opinions of authority figures, including celebrities as they tend to rank higher in social hierarchies.
What is celebrity endorsement?
Celebrity endorsement refers to an advertising strategy in which a famous person uses his/her social status to promote a good, service, or idea. Using celebrity endorsement has many benefits for the brands, like raising brand awareness, defining the brand image, and increasing sales. The efficacy of celebrity endorsement can be explained by source models. Source models specify the effects of source credibility and source attractiveness for communication. If a celebrity is believed to be trustworthy and believable, the consumer will more readily accept their influence and internalize the provided information. The extent to which celebrity endorsers communicate expertise and trustworthiness may differ by culture.
How can power distance beliefs moderate celebrity endorsement?
Power distance beliefs can be manifested at the national levels, at the individual level, but also be activated temporarily. It can be expected that even though PDB can exist on different levels, the effects of PDB should be conceptually consistent. In cultures with high PDB, consumers accept inequality and obey authorities (including celebrities). Consumers view celebrities as role models and may tend to internalize celebrities´ stated beliefs. In cultures with low PDB, cultures do not automatically assign authority or credibility to celebrities. Consumers tend to seek facts and evidence and do not look to celebrities for guidance. They do not view celebrities as having authority and do not attribute them more credibility than non-celebrities.
How do source expertise and trustworthiness mediate celebrity endorsement?
Source credibility refers to whether a source appears to possess expertise that is relevant to the topic and can be trusted to give an objective opinion. A credible source has positive effects on attitudes towards the advertisement, purchase intentions, and brand credibility. In the current study the focus is on expertise and trustworthiness as important characteristics of source credibility, as source credibility represents the extent to which consumers perceive information to be informative and believable. Expertise is the extent to which a communicator is perceived to be a source of valid assertions. Trustworthiness is the degree of confidence in the communicators´ intent to communicate the assertions he considers most valid.
What are the main conclusions with regards to PDB and celebrity endorsement?
- PDB moderates the effect of celebrity endorsement on advertising evaluations and brand attitudes. The effect is greater in high PDB-consumers. This effect exists regardless of whether the PDB are activated on an individual level, or only temporarily.
- The effect seems stronger for durable goods, and celebrities seem less influential with regard to advertising evaluations, regardless of PDB.
- Cultural tendencies associated with PDB that lead to respect for authority result in greater credibility of celebrity endorsers (which in turn lead to more favorable advertising evaluations and brand attitudes).
- The characteristics of PDB that affect status consumption, price-quality judgments, and donation behavior, determine the extent to which consumers respond favorably to celebrity endorsers.
- The effect of PDB on evaluations of celebrity endorsers arises through attributions of expertise and trust to celebrities.
How can these results be used by marketers?
Marketers use celebrities to increase brand awareness and increase sales. The results indicate that celebrity endorsers have greater effects on advertising and brand evaluations among respondents with high PDB. This offers insight into the when and why celebrities can prompt positive effects among low PWD consumers. Consumers from low PDB cultures do not automatically see celebrities as trustworthy or experts. The effectiveness of the celebrity endorser will depend on other factors (e.g. product fit). Managers should then take extra care when choosing the celebrity.
JoHo can really use your help! Check out the various student jobs here that match your studies, improve your competencies, strengthen your CV and contribute to a more tolerant world
![Image](https://www.worldsupporter.org/sites/default/files/styles/medium/public/bundle/wereldbol_summaries_joho_single_boek_1_150x190px_0.png?itok=PgQm9J5z)
Article summaries of Economic and Consumer Psychology - UL - 2020-2021
Collection of Summaries with articles for Economic and Consumer Psychology at the University of Leiden, 2020-2021. This course covers subjects where psychology crosses marketing, about branding, loyalty, effectiveness of commercials and interpersonal differences of customer perception.
- 1 of 2159
- next ›
Online access to all summaries, study notes en practice exams
- Check out: Register with JoHo WorldSupporter: starting page (EN)
- Check out: Aanmelden bij JoHo WorldSupporter - startpagina (NL)
Using and finding summaries, study notes en practice exams on JoHo WorldSupporter
There are several ways to navigate the large amount of summaries, study notes en practice exams on JoHo WorldSupporter.
- Use the menu above every page to go to one of the main starting pages
- Starting pages: for some fields of study and some university curricula editors have created (start) magazines where customised selections of summaries are put together to smoothen navigation. When you have found a magazine of your likings, add that page to your favorites so you can easily go to that starting point directly from your profile during future visits. Below you will find some start magazines per field of study
- Use the topics and taxonomy terms
- The topics and taxonomy of the study and working fields gives you insight in the amount of summaries that are tagged by authors on specific subjects. This type of navigation can help find summaries that you could have missed when just using the search tools. Tags are organised per field of study and per study institution. Note: not all content is tagged thoroughly, so when this approach doesn't give the results you were looking for, please check the search tool as back up
- Check or follow your (study) organizations:
- by checking or using your study organizations you are likely to discover all relevant study materials.
- this option is only available trough partner organizations
- Check or follow authors or other WorldSupporters
- by following individual users, authors you are likely to discover more relevant study materials.
- Use the Search tools
- 'Quick & Easy'- not very elegant but the fastest way to find a specific summary of a book or study assistance with a specific course or subject.
- The search tool is also available at the bottom of most pages
Do you want to share your summaries with JoHo WorldSupporter and its visitors?
- Check out: Why and how to add a WorldSupporter contributions
- JoHo members: JoHo WorldSupporter members can share content directly and have access to all content: Join JoHo and become a JoHo member
- Non-members: When you are not a member you do not have full access, but if you want to share your own content with others you can fill out the contact form
Quicklinks to fields of study for summaries and study assistance
Field of study
- All studies for summaries, study assistance and working fields
- Communication & Media sciences
- Corporate & Organizational Sciences
- Cultural Studies & Humanities
- Economy & Economical sciences
- Education & Pedagogic Sciences
- Health & Medical Sciences
- IT & Exact sciences
- Law & Justice
- Nature & Environmental Sciences
- Psychology & Behavioral Sciences
- Public Administration & Social Sciences
- Science & Research
- Technical Sciences
Add new contribution