Which of the following statements is true about celebrity endorsers?
A)Consumers who are very knowledgeable about a product or service tend to be most persuaded by celebrity endorsers.
B)The teenage market is generally not receptive to celebrity endorsers.
C)An individual who has strong feelings about a product will be less likely to be influenced by a celebrity endorser than someone who has a neutral attitude about the same product.
D)Recent studies suggest celebrity endorsements are becoming increasingly more important in purchase decisions.
E)Marketers do not have to worry about the personal images of the celebrities while choosing one to endorse a product or a service.

Question

Quizplus · Accepted Answer

Consumers who have strong feelings or beliefs about a product are less likely to be influenced by a celebrity endorser, as they may view the endorsement as insincere or irrelevant to their own preferences. This is supported by research on the phenomenon of "reactance," which suggests that people may actively resist messages that they perceive as threatening their freedom to make their own choices.

Which of the Following Statements Is True About Celebrity Endorsers