Celebrity versus Company President as Endorsers of High Risk Products for Elderly Consumers

This study examines the effectiveness of a celebrity endorser vs. a company president as an endorser for a high financial/performance risk product, supplemental health insurance, with a sample of 280 senior citizens drawn from six geographically dispersed markets

Thomas J. Maronick

2006

Scholarcy highlights

  • This study examines the effectiveness of a celebrity endorser vs. a company president as an endorser for a high financial/performance risk product, supplemental health insurance, with a sample of 280 senior citizens drawn from six geographically dispersed markets
  • The results show significant differences between a celebrity and a company spokesperson in initial interest in the product and likelihood of seeking additional information but no differences in belief of claim or likelihood of enrolling in the insurance program
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