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The Effect of Advertising Cues on Consumers' Recall Rate of Celebrity Endorsements
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by Nicole Hutton - Arkansas State University
To determine if recall of celebrity advertisements is dependent on the type (celebrity or brand name) or number (one or two) of advertising cues, participants were randomly assigned to 1 of 4 conditions. The celebrity condition considered recall of brand names when given the celebrity cue(s), and the brand-name condition examined recall of celebrity endorsers when given the brand-name cue(s). No difference was found in recall based on type or number of cues given. However, male celebrities were recalled significantly (p = .001) more than female celebrities. Also, male participants recalled male celebrities better, and female participants recalled female celebrities better (p < .001). Results are discussed in terms of congruence between the celebrity and the product being endorsed.