| Status | 已發表Published |
| Holistic Perception Of Celebrity Endorsers And The Role Of Unique Outline | |
Liu, Y. ; Liu, T. C. 
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| 2017-06-01 | |
| Source Publication | Proceedings of The 39th Annual ISMS Marketing Science Conference
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| Publication Place | Los Angeles |
| Publisher | the INFORMS Society for Marketing Science |
| Abstract | Research to date examining the nature of celebrity advertisement has been limited to celebrity’s faces, facial expressions, and etc. However, little research in marketing domain has considered the consequences of how celebrity’s outline is automatically processed. Neuroscientific research suggests that brain has evolved specific capabilities enabling automatic process of person’s image in a holistic manner. Such holistic perception mainly relies on its low spatial frequencies, which represent the coarse visual information. Here, the authors tested the hypothesis that the celebrity endorser with unique outline (hair style, posture, etc.) are more effective to trigger consumers’ purchase intention. In this study, unique hair style was tested in Experiment 1 by using Jackie Chan’s (one of the most famous Hong Kong martial artist in Asia and Hollywood) faceless cartoon image. The results indicated that even without face, nearly half of the participates can consciously or subconsciously identify the celebrity, which leads to higher purchase intention of endorsed products. Body gesture was tested in Experiment 2 by using real advertisement of Jackie Chan and Jet Lee as stimuli (both are very famous martial artists in Asia and Hollywood). The stimuli faces were created by blending 50% of celebrity’s face with 50% of an unfamiliar model’s face chosen to be of similar age and attractiveness to the celebrity. Results of Experiment 2 showed further evidence that consumers rely on outline cues to identify the celebrity. The results also suggest that holistic processing precedes the analysis of local features during celebrity identification. |
| Keyword | Holistic Perception celebrity endorser outline image |
| URL | View the original |
| Language | 英語English |
| The Source to Article | PB_Publication |
| PUB ID | 30070 |
| Document Type | Conference paper |
| Collection | CENTRE FOR CONTINUING EDUCATION |
| Corresponding Author | Liu, T. C. |
| Recommended Citation GB/T 7714 | Liu, Y.,Liu, T. C.. Holistic Perception Of Celebrity Endorsers And The Role Of Unique Outline[C], Los Angeles:the INFORMS Society for Marketing Science, 2017. |
| APA | Liu, Y.., & Liu, T. C. (2017). Holistic Perception Of Celebrity Endorsers And The Role Of Unique Outline. Proceedings of The 39th Annual ISMS Marketing Science Conference. |
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