Behaviour Change

PROPAGANDA FOR CHANGE is a project created by the students of Behaviour Change (ps359) and Professor Thomas Hills @thomhills at the Psychology Department of the University of Warwick. This work was supported by funding from Warwick's Institute for Advanced Teaching and Learning.

Monday, February 29, 2016

Green Tea Can Make You Smarter!

This poster provides an example of celebrity endorsement on products because it includes many high-profile celebrities and powerful figures which people would recognise drinking the product that is being advertised, i.e. Green tea. 

Research conducted by Atkin and Block (1983) compared the effects of celebrity endorsers and non-celebrity endorsers. 196 participants, aged 13-77 years old were shown an advertisement and rated the advertisement using an 18-item questionnaire. The advertisement consisted of different celebrity and non-celebrity endorsers. 

They found that for all age groups, celebrity figures were rated as more competent and trustworthy and the product was more favourable. This was more effective on teenagers compared with older participants.

The table shows the mean scores for the two conditions. This shows that participants mostly favoured the celebrity-endorsed advertisement. It also shows they found the character more trustworthy, attractive and competent. They preferred the image with the celebrity and thought it was more effective. Hence, by using celebrities in my own advertisement, people will more likely favour the product and will find it more effective if a non-celebrity model was used to demonstrate the benefits of green tea.

Also, the use of attractive celebrities (mainly David Beckham, Channing Tatum and Rhianna, however, you can argue David Cameron and Prince Charles are sexy in their own kind of way) can persuade viewers more. Chaiken (1979) compared attractive and unattractive communicators by asking them to deliver a persuasive message to participants. They found that attractive communicators were more persuasive than non-attractive communicators and there was greater agreement with the attractive communicators. Chaiken suggested this was because attractive communicators possessed a characteristic that disposed them to be more effective communicators. So, by using attractive celebrities in my advertisement, it can be argued they will be more persuasive to viewers. 

Atkin, C., & Block, M. (1983). Effectiveness of celebrity endorsers. Journal of Advertising Research, 23, 57-61.

Chaiken, S. (1979). Communicator physical attractiveness and persuasion. Journal of Personality & Social Psychology, 37, 1387-1389.

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