Two-Sided versus One-Sided Celebrity Endorsements: The Impact on Advertising Effectiveness and Credibility

  title={Two-Sided versus One-Sided Celebrity Endorsements: The Impact on Advertising Effectiveness and Credibility},
  author={Michael A. Kamins and Meribeth J. Brand and Stuart Hoeke and John C. Moe},
  journal={Journal of Advertising},
Abstract This study examines celebrity endorsements in advertising using a two-sided framework, in terms of the internalization and identification processes of social influence as discussed by Kelman (1961). The two-sided execution was designed to increase a viewer's perception of advertiser credibility by including a discussion of a limitation of the advertised service. Results show that when compared to a traditional one-sided celebrity endorsement, the two-sided communication elicited… 

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