Big Star Undercover: The Reinforcing Effect of Attenuated Celebrity Endorsers' Faces on Consumers' Brand Memory

摘要

This study examines how a disfluent celebrity endorser's face affects the level of consumer engagement with brand name in the advertisement. Focusing on metacognition theories, results from three experiments and one eye-tracking experiment suggest that as compared with a clear version of celebrity endorser's face, a blurred or partly covered version will enhance consumers' brand recall. This study also shows that the reinforcing effect of a disfluent celebrity's face on brand memory recall is mediated by consumer engagement with the advertisement and moderated by celebrity identification.