Endorser Expertise Research Articles

Expertise and Conspiracy Theories

Judging the warrant of conspiracy theories can be difficult, and often we rely upon what the experts tell us when it comes to assessing whether particular conspiracy theories ought to be believed. However, whereas there are recognised experts in the sciences, I argue that only are is no such associated expertise when it comes to the things we call ‘conspiracy theories’, but that the conspiracy theorist has good reason to be suspicious of the role of expert endorsements when it comes to conspiracy theories and their rivals. The kind of expertise, then, we might associate with conspiracy theories is largely improvised – in that it lacks institutional features – and, I argue, ideally the product of a community of inquiry.

Development and Validation of a Quantitative Measure of Adaptive Behaviors in Women With Pelvic Floor Disorders.

To establish validity for the Pelvic Floor Disorders Network (PFDN) self-administered Adaptive Behavior Index (ABI) and to assess whether ABI assesses known discordance between severity of pelvic floor symptoms and self-reported bother. In addition to the ABI questionnaire, participants in 1 of 6 Pelvic Floor Disorders Network trials completed condition-specific measures of pretreatment symptom severity (including Pelvic Floor Distress Inventory; PFDI) and health-related quality of life (Pelvic Floor Impact Questionnaire; PFIQ). The final survey was developed from an iterative process using subject and expert endorsement, factor analyses, and response distributions. Domains were created using a development cohort (n = 304 women), reliability and validity were established using a validation cohort (n = 596 women), and test-retest reliability was assessed (n = 111 women). Factor analyses supported an 11-item avoidance domain and a 6-item hygiene domain. Cronbach' alphas were 0.88 and 0.68, respectively. Test-retest reliability was 0.84 for both domains. Construct validity was demonstrated in correlations between the ABI domains and baseline PFDI and PFIQ (r values, 0.43-0.79 with all P values <0.0001). Moreover, the ABI accounted for 8% to 26% of unexplained variance between the symptoms severity measure and the impact on health related quality of life. After treatment, avoidance domain scores improved for urinary and fecal incontinence groups and hygiene scores improved for the fecal incontinence group. The ABI is a reliable and valid measure in women with pelvic floor disorders. Adaptive behaviors account in part for discordance between pelvic floor symptom severity and bother.

To sponsor or not to sponsor: Transgressions are unequally detrimental

Extant research in endorsements has widely examined the impacts of scandals on the evaluations of tarnished endorsers and endorsed brands. However, less is known about the impacts of specific scandal characteristics on tarnished endorsers and endorsed brands. Capitalizing on the cue-diagnosticity theory, this study investigates the influence of transgression relevance and severity on the evaluations of athlete endorsers and endorsed brands. The results indicate that transgression severity and relevance yield different patterns of erosion on endorser expertise, endorser images, and endorsed brands. Specifically, high-severity transgressions are more detrimental than low-severity transgressions to brand evaluations. However, high-relevance transgressions are more detrimental than low-relevance transgressions only when the severity of transgression is high. Severe transgressions are not severely detrimental unless the transgressions are highly relevant to the expertise of the athlete endorsers. Thus, the consideration of sponsorship termination for tarnished athlete endorsers should be hierarchical. It is plausible to terminate the sponsorship for tarnished endorsers involved in severe and relevant transgressions. However, some tolerance may be given for athlete endorsers involved in severe, but irrelevant, transgressions.

Promoting sport and physical activity participation: the impact of endorser expertise and recognisability

ABSTRACTThe match-up hypothesis suggests that a fit between endorser and a brand/product can lead to more favourable campaign results. This study explores the effect of endorser expertise and recognition on young adults’ attitudes, and intentions and perceived endorser-campaign fit related to social marketing campaign. A mixed methods sequential explanatory design was applied. The quantitative phase revealed that celebrity athlete endorsers had a more positive effect on participants’ attitudes in comparison with the celebrity non-athlete, unknown expert and unknown non-expert. The intention to participate was also highest for the celebrity athlete group. The perceived fit between the campaign and the celebrity athlete endorser was significantly higher than that for the other endorser types. Participation intention and attitude were not significantly different between sport versus physical activity campaign contexts. Thematic analysis of the qualitative data supported the quantitative findings that sport-based social marketing campaign can benefit from endorsement by a celebrity athlete.

A review of DTCA techniques: Appraising their success and potential impact on medication users.

Direct-to-consumer advertising (DTCA) has been present in some countries for nearly two decades. Its success and ramifications have been examined but not yet cataloged recently in a comprehensive manner. To review existing literature studies on the topic of DTCA techniques to provide an analysis of the current methods considered by drug marketers to enhance the effect of pharmaceutical product promotion and its success, as well as examine ramifications on the drug use process. A search of 7 electronic databases including MEDLINE and SCOPUS was conducted in December 2015, and updated until February 2016. A scientific review of literature (2008-2015) was performed to identify and collate information from relevant, peer reviewed original study articles investigating various DTCA techniques commonly employed in pharmaceutical promotion. A thematic analysis was undertaken to categorize categories of drug promotion, or techniques, and the saliency and impact of these. Nineteen original study articles were included in this review. All articles were based in the U.S. and New Zealand, where DTCA is legal. After reviewing all the articles, 4 themes with 11 subcategories were generated. These themes included disease mongering and medicalization, drug references, advertisement strategies and eDTCA. The themes describe different categories of techniques used to augment DTC advertisements to increase their impact and overall success in promoting a pharmaceutical product. Many DTCA techniques utilized by pharmaceutical marketers are beneficial to the success of DTC promotion of a drug. These techniques include the use of drug efficacy information, comparative claims, non-branded help seeking advertisements, formatted risks information, celebrity or expert endorsers and website trust factors. Through their use, public perception of the drug is made more favorable, increased attention is drawn to the advertisement, and the pharmaceutical product gains greater credibility and subsequent success in sales. However some techniques, although beneficial to pharmaceutical promotion, need to be monitored by policymakers and regulatory advisors, as they have the potential to negatively impact consumer health knowledge. Overall, through this review it is evident that there are a number if techniques that employed by pharmaceutical marketers to augment the success of pharmaceutical promotion. While these techniques may be beneficial to pharmaceutical companies and might increase awareness amongst consumers, it is important to be critical of them, as they have the potential to be exploited by pharmaceutical marketers. This review indicated that although some techniques are successful and appear to be satisfactory in providing information to consumers, other techniques need to be appraised more closely.

Oral Spironolactone for Acne Vulgaris in Adult Females: A Hybrid Systematic Review.

BackgroundThe management of acne in adult females is problematic, with many having a history of treatment failure and some having a predisposition to androgen excess. Alternatives to oral antibiotics and combined oral contraceptives (COCs) are required.ObjectiveOur aim was to conduct a hybrid systematic review of the evidence for benefits and potential harms of oral spironolactone in the management of acne in adult females.MethodsThe review was conducted according to a previously published protocol. Three reviewers independently selected relevant studies from the search results, extracted data, assessed the risk of bias, and rated the quality of the evidence using the Grading of Recommendations Assessment, Development and Evaluation (GRADE) approach.ResultsTen randomized controlled trials (RCTs) and 21 case series were retrieved. All trials were assessed as being at a ‘high risk’ of bias, and the quality of evidence was rated as low or very low for all outcomes. Apart from one crossover trial that demonstrated statistical superiority of a 200 mg daily dose versus inflamed lesions compared with placebo, data from the remaining trials were unhelpful in establishing the degree of efficacy of lower doses versus active comparators or placebo. Menstrual side effects were significantly more common with the 200 mg dose; frequency could be significantly reduced by concomitant use of a COC. Pooling of results for serum potassium supported the recent recommendation that routine monitoring is not required in this patient population.ConclusionThis systematic review of RCTs and case series identified evidence of limited quality to underpin the expert endorsement of spironolactone at the doses typically used (≤100 mg/day) in everyday clinical practice.Electronic supplementary materialThe online version of this article (doi:10.1007/s40257-016-0245-x) contains supplementary material, which is available to authorized users.

Examining the Impact of Brand Transgressions on Consumers' Perceptions of Celebrity Endorsers

Prior research has extensively explored the impact of celebrities' transgressions on the brands that they endorse. However, little research exists examining the impact of brand transgressions on consumers' perceptions of the celebrities that endorse these products. This research addresses this oversight and finds that transgressions committed by a brand negatively impact consumers' attitudes toward the endorsing celebrity. Moreover, we find this effect is sequentially mediated by perceptions of responsibility and moral reputation. Finally, we identify two response strategies that a celebrity can employ to mitigate the negative effects of the brand's transgression on the celebrity's reputation. However, the effectiveness of these strategies may be dependent upon perceptions of endorser expertise.

THE DIFFERENCE IN CONSUMER RISK PERCEPTION BETWEEN CELEBRITY ENDORSER AND EXPERT ENDORSER IN COLLEGE ADVERTISEMENTS

This research aims to examine the difference in consumer risk perception between celebrity and expert endorser in advertisement. We proposed two hypothesis, H1: There is a difference in consumer risk perception between an expert endorser and celebrity endorser in college advertisement. H2: There is a difference in consumer risk perception between an expert endorser and a celebrity endorser in college advertisement, which is moderated by the consumer product knowledge. Experimental design was employed in this study with Statistical Experimental-Completely Randomized Design. This was conducted on three groups to test H1 and six groups to test H2. To test H1, the participant of each group was given full color print ads using celebrity endorser, expert endorser and nonendorser in advertisement. We go further splitting each group with high and low consumer product knowledge to test H2. The participants of this research are 200 students of SMA 7 Semarang. We use One Way Anova to test H1 and two ways Anova to test H2. Our findings showed that there is a difference in consumer risk perception between an expert endorser and celebrity endorser in college advertisement. We also found that there is no difference in consumer risk perception between an expert endorser and a celebrity endorser in college’s advertisement, which is moderated by the consumer product knowledge. We also found that there is difference in consumer’s perceived performance risk, consumer’s perceived financial risk and consumer’s social risk between an expert and celebrity endorser in College advertisement. On the other hand, we found there is no difference in consumer perceived psychological risk between an expert and celebrity endorser in College advertisement. Keywords: celebrity endorser, expert endorser, consumer risk perception, consumer product knowledge.

Disease-specific direct-to-consumer advertising of pharmaceuticals: An examination of endorser type and gender effects on consumers' attitudes and behaviors.

Direct-to-consumer (DTC) advertising is still a controversial topic for pharmaceutical manufacturers' and researchers, and while numerous studies have examined the DTC phenomenon, little research has examined the effect of gender, particularly gender of the endorser and consumer. The objective of this research was to assess the impact of the endorser (celebrity vs. expert vs. non-celebrity) and gender - both gender of the endorser and gender of the consumer - on consumers' attitudes and behaviors in response to a print disease-specific direct-to-consumer advertisement. Using Qualtrics consumer panel, data were obtained for 514 US adults (age 18 years and above) who demonstrated at least minimal symptoms of depression and need for monitoring based on the Patient Health Questionnaire (PHQ) score. Data were analyzed using a 3 (Endorser Type: Celebrity/Expert/Non-Celebrity) × 2 (Endorser Gender: Male/Female) × 2 (Consumer Gender: Male/Female) full factorial between subjects multivariate analysis of variance (MANOVA) and necessary univariate analysis. Only the type of the endorser (celebrity vs. expert vs. non-celebrity) used in the ad had a significant main effect on the dependent variables. Further univariate analyses revealed that, of the several dependent variables, endorser type had a significant influence only on attitude towards the ad, attention paid to the ad, and endorser credibility, with gender being non-significant in all cases. Expert endorser generated significantly more favorable levels of attitude towards the ad, and endorser credibility compared to the non-celebrity endorser. Celebrity endorser attracted more consumer attention towards the ad and generated favorable endorser credibility perceptions compared to the non-celebrity endorser. However, celebrity and expert endorsers did not significantly differ from each other on the abovementioned ad effectiveness variables. Lastly, endorser gender and consumer gender did not have a significant influence on ad effectiveness.

Charity Appeals Using Celebrity Endorsers: Celebrity Attributes Most Predictive of Audience Donation Intentions

We compare the relative influence of different celebrity endorser attributes on respondents’ intentions to donate to a fictitious charity. The celebrity endorser attributes we modeled are expertise, admirability, likeability, trustworthiness, and attractiveness. We examine the moderating effects of audience sex, and general attitudes toward charities. Finally, we examined the mediating effects of perceived endorser fit with the endorsed charity. Our results find that endorser expertise and admirability are significant predictors of audience donation intentions. Audience general attitudes toward charities are a significant moderator of the influence of endorser expertise and admirability on donation intentions. We discuss the implications of our findings for researchers and practitioners.

Learning from mistakes in clinical practice guidelines: the case of perioperative β-blockade

For more than two decades, the role of β-blockers in preventing cardiac complications after surgery has been among the most hotly contested and controversial topics in medical practice. Based on...

Do we bank on regulation or reputation? A meta-analysis and meta-regression of organizational trust in the financial services sector

Purpose – Trust in financial institutions has been eroded through the collapse of mortgage-related securities, with confidence further denuded through well publicized cases of rogue traders and rate fixing cases, such as with the Lehman brothers, the Libor rate-fixing scandals, and the hypo real estate breakdown. In response to these events, governments have introduced a range of distinct policy initiatives designed to restore trust in this sector. Thus, the question arises: are these regulations and control mechanisms sufficient in isolation, or are there other elements that this sector needs to pay attention to in efforts to build and sustain customers’ trust? The paper aims to discuss these issues. Design/methodology/approach – There is a compelling agenda for both financial organizations and academics to understand better organizational trust in this context especially the role and impact of regulatory mechanisms in its development and repair. The paper therefore examines the special facets of the fin...

The Michigan incontinence symptom index (M‐ISI): A clinical measure for type, severity, and bother related to urinary incontinence

To develop a clinically relevant, easy to use, and validated instrument for assessing severity and bother related to urinary incontinence. Survey items were piloted and refined following psychometric principles in five separate patient cohorts. Patient and expert endorsement of items, factor analyses, Spearman rank correlations and response distributions were employed for item selection. Formal reliability and validity evaluation were conducted for the final questionnaire items. Expert physicians and patient focus groups confirmed face and content validity for the measure. A 10-item measure called the Michigan Incontinence Symptom Index (M-ISI) was developed with two domains: a Total M-ISI Domain consisting of subdomains for stress urinary incontinence, urgency urinary incontinence, and pad use, and a Bother Domain. High construct validity was demonstrated with a Cronbach's alpha for the Total M-ISI Domain (items 1-8) of 0.90 and for the Bother Domain (items 9-10) of 0.82. Cronbach's alpha for the subdomains were all > 0.85. Construct validity, convergent and divergent validity, internal discriminant validity, and predictive validity were all robust. The minimally important difference for the measure was determined to be 4 points (out of 32) for the Total M-ISI Severity Domain, and 1-2 points (out of 8-12) for the individual subdomains. The M-ISI is a parsimonious measure that has established reliability and validity on several levels and complements current clinical evaluative methods for patients with urinary incontinence.

Advertising Effectiveness in Social Networking Sites: Social Ties, Expertise, and Product Type

Social networking sites (SNSs) have gained immense popularity. This phenomenon has created new marketing opportunities for companies to leverage on online networks. In particular, SNSs allow the conceptualization of a new type of product endorser: the “friend.” However, the effectiveness of friends as endorsers on SNS remains unknown compared with other types of product endorsers. This paper investigates the impact of three critical factors on advertising effectiveness in SNS: tie strength, endorser expertise, and product type. Using a 2 × 2 × 2 experimental design, we found interaction effects among these factors. For hedonic products, strong-tie endorsers were more effective than weak-tie endorsers in influencing purchase intention. However, for utilitarian products, high-expertise endorsers were more effective than low-expertise endorsers. Based on these results, we discuss key theoretical and practical implications for research on SNS advertising.

An examination of humor and endorser effects on consumers' responses to direct‐to‐consumer advertising

PurposeThis study aims to examine how product involvement moderates the effects of emotional appeals namely humor and endorsers on consumers' responses to direct‐to‐consumer advertising (DTCA).Design/methodology/approachThis study employed a 2 (Humor: humor vs. non‐humor)×2 (Endorser: celebrity vs expert)×2 (Involvement: high vs low) factorial experimental design. Subjects were 420 allergy/asthma sufferers or non‐sufferers attending a large Southwestern US university as undergraduate and graduate students.FindingsResults confirm that low involvement consumers demonstrate more positive responses than high involvement consumers toward prescription drug ads with emotional appeals. Humor or a celebrity endorser enhances ad and brand attitudes, brand recall, and copy point recall of consumers without medical conditions. However, an expert endorser is found to be more effective in improving ad credibility. A three‐way interaction between humor, endorser, and involvement was evident indicating that the celebrity endorser and humor jointly generated more positive responses than other combinations of treatment group when product involvement was low. These findings clearly suggest that use of emotional appeals in DTCA does not influence attitudes and memory of target audience who are suffering from a condition.Originality/valueThis is the first empirical study that examines the effects of emotional appeals namely humor and endorsers on consumers' responses to DTCA.

Endorser Credibility Effects on Yemeni Male Consumer’s Attitudes towards Advertising, Brand Attitude and Purchase Intention: The Mediating Role of Attitude toward Brand

The use of celebrity as spokespeople for companies continues to be a popular method of advertising. The reason behind the popularity of celebrity advertising is the advertiser’s belief that messages delivered by well-known personalities achieve a high degree of attention and recall for some consumer. The present study assesses the impact of dimension’s source credibility on Yemeni consumer’s attitude towards advertisement (Aad), the effect of (Aad) on consumer’s attitude toward brand (Ab), the impact of (Ab) on consumer’s purchase intention (PI) and explores the mediating role of (Ab) between (Aad) and (PI). This study will use the elaboration likelihood model (ELM) and theory of dual mediating hypotheses (DMH) as predicators to explain the relationship between variables. We surveyed 400 Yemeni male consumers who viewed a real advertisement. They rated the credibility of the endorser, attitude towards advertisement, attitude towards brand, and purchase intention. Path analysis confirmed that endorser attractiveness had strongest impact on (Aad) more than endorser expertise. It found also, (Ab) is considered to be a partial mediator between (Aad) and (PI) relationship.

Pengaruh Kredibilitas Sumber Dan Rerangka Pesan Pada Persepsi Risiko Konsumen

Marketing communication is defined as an attempt by companies to inform, persuade, and remind consumers both directly and indirectly about the products and brands that are sold (Kotler and Keller, 2009: 510). Marketers need to pay attention to the importance of the sender/source/sender/source/endorser is used in advertising. Sender/source/endorser will convey information, persuade or remind consumers about a product or service. Process with celebrity and expert endorsements influence change consumer attitudes and beliefs may be different (Freiden, 1984 as quoted by Biswas et al, 2006). Soliha and Zulfa (2009) suggests there are differences in risk perception of consumers on advertising by using celebrity endorser and expert endorser. Consumers feel the perception of lower risk with expert endorser than celebrity endorser. This indicates that the presences of the use of expert endorsers are more effective than celebrity endorsers in advertising.

‘Betaserc® is beter’

The present experimental study investigated Dutch respondents’ reactions to direct-to-consumer advertising of drugs (DTCA), whereby the focus was on the third-person effect. As well, on the role of the endorser’s supposed expertise and the seriousness of side-effects displayed in the advertisements in shaping these reactions. Results suggest that negative reactions to DTCA concerned the tolerability and appreciation of the advertisements more than the advertised drugs or interest in trying the drug per se, suggesting that Dutch reactions to DTCA are at least partly shaped by a third-person effect in the appraisal of controversial media content. In line with the Elaboration Likelihood Model of persuasion, the third-person perspective in the appraisal of the DTCA’s was further found to manifest particularly under conditions of the ‘peripheral cues’ of expert endorsement and milder side-effects. Discussion focuses among others on the role of the third-person effect in shaping negative media coverage of DTCA.

Regulations Governing the Advertising of Dietary Supplements

The federal regulations governing advertising of dietary supplements will be discussed from the perspective of the FTC Division of Advertising Practices, located in Washington, DC. Topics will include what type of scientific substantiation is required to support health-related claims, and what advertisers should know relating to the use of expert endorsements and consumer testimonials.

Product expertise versus professional expertise: Congruency between an endorser's chosen profession and the endorsed product

The purpose of this study was to investigate whether individuals could distinguish between profession-related expertise and nonprofession-related expertise, and the implications of this distinction on perceived credibility. An experimental study investigated the effects of congruency between an endorser's expertise related to their profession and the expertise gained from product usage not related to their profession. Subjects were able to make the distinction, and product congruency affected both types of perceived expertise. The effect of congruency on attitudes was mediated by perceived endorser credibility. When using a familiar endorser, brand attitudes were more favourable when the product was congruent with the endorser's profession. On the other hand, brand attitudes were not as affected by congruency when the endorser was unfamiliar. Surprisingly, both an endorser's perceived product expertise and expertise within their profession were lower when endorsing an incongruent product.