Impact Of Negative Information Research Articles

When Sports Celebrity Doesn'T Perfrom: How Consumers React to Celebrity Endorsement?

Ubiquity of celebrity endorsements has attracted all around attention to make it more effective. This has emerged over the period as a prevalent form of advertising. Majority of celebrities made part and parcel of advertisements are either from cinema and or are the sportspersons. Youths imitate them after coming to know their lifestyles through such advertisements which portray fabulous and thrilling lifestyle of celebrities. They wonder, get fascinated and always think of emulating them. As role models, celebrities are capable to influence many facets of consumer behaviour. By virtue of magnitude and range of their impact on the consumer behaviour, these celebrities are used for multitude of marketing activities which include image building, attention grabbing, persuasion etc. Billions of dollars are committed and spent on such activities. In real life, the performance of sports celebrities may go through good and bad patches. Despite ample research on the impact of negative information concerning celebrity endorsers on consumers, little is known about the impact of poor performance of sports celebrities on the field, on consumers. The present study assesses the impact of poor performance of cricket celebrities on the perception of consumers towards them as a role model through using a pre and post quasi-experimental research design. Additionally, it also gauges the impact of poor performance on behavioural intentions of consumers. The results indicate that the poor performance of sports celebrities on field may dent their standing as a role model but fail to display significant impact of the behavioural intentions. The paper includes the implications for researchers and managers.

The effects of negative information transference in the celebrity endorsement relationship

PurposeThe purpose of this paper is to test empirically the impact of negative information about a celebrity spokesperson on consumers' perceptions of the endorsed brand. In addition, it is the first study to examine the reverse relationship: the impact of negative information about the brand on the celebrity endorser.Design/methodology/approachA two‐group, post‐test‐only, randomized experimental design was utilized to test the hypotheses. Data were collected by a survey of 247 college students.FindingsThe results of an experiment indicate that when respondents are exposed to negative information about a celebrity endorser, a negative transference of affect in the endorsement relationship will occur. However, when the situation is reversed and the respondents are exposed to negative information about the brand, the transference of affect is mitigated.Research limitations/implicationsThe present study provides a starting‐point for further research on negative information transference in the celebrity endorsement relationship.Practical implicationsIt is crucial that retailers be aware of the risks associated with using celebrities to endorse their stores and products. Given that these results provide tentative support for the commonly held belief that a decline in the celebrity's image can impact the image of the brand, it is important that retailers carefully choose an endorser who currently has a good image and will likely be able to uphold this image in the future.Originality/valueThe paper introduces and empirically examines one explanation of how negative information may impact the celebrity advertising process.

Walking the tightrope between feeling good and being accurate: Mood as a resource in processing persuasive messages.

Three studies investigated the influence of mood states on the processing of positive and negative information regarding caffeine consumption and on the impact of this information on one's mood, attitudes, and intentions. The results were consistent with the predictions of the mood-as-a-resource hypothesis: First, the induction of positive mood in high (compared with low) caffeine consumers enhanced recall of negative information about caffeine consumption. Second, processing information about caffeine consumption undermined the positive mood of high (but not low) caffeine consumers. Third, the induction of positive mood enhanced the impact of negative information about caffeine on high (compared with low) caffeine consumers' attitudes and intentions toward caffeine consumption.