Celebrities are often used in story (narrative) ads but little is known about their supposed advantage in persuasive impact in comparison to unknown actor (which are a less costly option for advertisers). As we illustrate, celebrities (vs. unknown actors) are not more advantageous for the brand advertised. Moreover, celebrities can even unfold negative effects on attitude toward the brand through retrospective reflection (i.e. when people try to relate the story to their lives).
Watch the video about our recent research paper published in the Journal of Advertising.
Matthias Glaser, Heribert Reisinger & Arnd Florack (2023) You Are My Friend, But We Are from Different Worlds: Actor-Type Effects on Audience Engagement in Narrative Video Advertisements, Journal of Advertising, DOI: 10.1080/00913367.2023.2275773
Debunking the Celebrity Myth: New Research Reveals Surprising Insights About Narrative Ads - Watch the Video!
19.02.2024
