Using celebrity endorsers effectively: lessons from associative learning

Abstract

The use of celebrity endorsers in advertising is wide‐spread – as much as 20 percent of all advertising use some type of celebrity endorser. Marketers invest significant dollars in securing the promotional support of well‐known individuals. Associative learning principles are presented as a useful framework for understanding how celebrity endorsers can be used more effectively. Principles such as repetition, overshadowing, blocking, belongingness, CS pre‐exposure, association set size, and extinction are introduced and linked to specific managerial suggestions for improving the use of celebrity endorsers.

Citation

Till, B.D. (1998), "Using celebrity endorsers effectively: lessons from associative learning", Journal of Product & Brand Management, Vol. 7 No. 5, pp. 400-409. https://doi.org/10.1108/10610429810237718