The Attitudes of Middle Class versus Upper Class Male and Female Consumers Regarding the Effectiveness of Celebrity Endorsers

Abstract

This study analyzes and compares middle and upper class male and female consumer perceptions regarding the effectiveness of celebrity endorsers in relation to the AIDA framework and the match-up hypothesis. Findings indicate that celebrity endorsers influence both men and women, but men were influenced to a greater degree than middle class women, while upper class women were most influenced. The main AIDA influence is the celebrity endorser's ability to get and hold attention. The most important celebrity source characteristic is expertise, which apparently can overcome certain celebrity character flaws, such as the lack of trustworthiness and likeability.