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I'm not sure what decades of research you're referring to, but after my own search the literature seems suspiciously sparse on the effects of endorser to percei
by hackinthebochs 8y ago
I'm not sure what decades of research you're referring to, but after my own search the literature seems suspiciously sparse on the effects of endorser to perceived quality of the product. I agree that celebrity endorsements are effective generally, just not for this reason. I would be interested in seeing some of these studies you're referring to.
- mozumder 8y agoSo, when advertising agencies run A/B tests, they don't publish the result in scientific journals. They just use the data internally along with art direction and relationship/political factors to make advertising decisions. This isn't an open source field with a handy guide. This is a 'knowledge through experience' field. You learn from those people, not through academic research or Google search. In fact, a good advertiser can instantly find holes in published research based on the many variables that a paper doesn't take into account, but an advertiser is already familiar with. "Brand value correlates with celebrity status... but inversely with the celebrity nationality.. with a correlation with the accent.. but also with season of the year.. except when using this font... and based on president's party" etc.. All these variables may have a nonlinear relationship. To get a good introduction to what you're dealing with, just watch "Mad Men".