n South African Journal of Business Management - Attractiveness, values and evaluations of non-celebrities in print ads : an exploratory study

Volume 32, Issue 2
  • ISSN : 2078-5585


Noncelebrity endorsers are receiving renewed interest because of rising celebrity endorsement fees and perceptions of risk associated with celebrity endorsements. USA and South African university students rated the attractiveness of a noncelebrity endorser appearing in an alcoholic beverage ad, their desire to associate with her and approve of her behaviour, and their value priorities. The results suggest that value priorities influence noncelebrity endorser evaluations directly and indirectly. More specifically, perceived attractiveness partially mediated the effect of value priorities, confirming Kelman's (1961) contentions. Attractiveness appears to be more useful when consumers assess their desire to associate with a noncelebrity endorser while values appear to be more useful in evaluating a noncelebrity endorser's behaviour.

Loading full text...

Full text loading...


Article metrics loading...


This is a required field
Please enter a valid email address
Approval was a Success
Invalid data
An Error Occurred
Approval was partially successful, following selected items could not be processed due to error