Does Sport Celebrity Advocacy Work? Testing the Potential for Endorsements to Backfire

Autor:	Stephanie G. Schartel Dunn, Gwendelyn S. Nisbett
Rok vydání:	2017
Předmět:	0508 media and communications Work (electrical) Communication 05 social sciences Reactance Similarity (psychology) 050801 communication & media studies 050109 social psychology 0501 psychology and cognitive sciences Advertising Psychology Social psychology Conjunction (grammar)
Zdroj:	Atlantic Journal of Communication. 25:197-206
ISSN:	1545-6889 1545-6870
Popis:	Fandom and psychological reactance theory, a framework for understanding reactions to messages perceived to limit an individual’s freedom to choose freely, are used to examine the influence of sports celebrities. An experiment was conducted (n = 283) to examine the impact of source similarity and controlling language use on reactance levels and message evaluations. Findings suggest that sources perceived to be similar generated less reactance than dissimilar sources. Similar source messages were also linked to greater potential for information-seeking behavior. High- versus low-controlling language use was examined in conjunction with similarity; low-controlling language was found to generate the least reactance regardless of source similarity. Implications for the use of celebrity advocacy in marketing and public relations are discussed.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::d2ab2f1a2e30694c5499fd310c2d9c33 https://doi.org/10.1080/15456870.2017.1324193 Zobrazit plný text záznamu