These findings suggest that value congruence is as important as value congruence in improving advertising effectiveness. Therefore, to establish brand identity effectively, consideration of value congruence can increase the effectiveness of print ads beyond the level of simply focusing on appearance congruence.
INTRODUCTION
Introduction to celebrity endorsement
- Importance of celebrity endorsement
- Factors considered for selecting celebrity endorser
- Effectiveness of celebrity endorsement
Interestingly, studies of expertise and physical attractiveness, which are considered important factors in celebrity endorser selection, have revealed that the congruence between brands and celebrities plays a moderating role (Till & . Busler, 2000). The physical attractiveness and expertise of a celebrity are linked to congruence between brand and celebrity, further increasing the effectiveness of advertising.
Advertising effectiveness
- Brand recall and recognition
- Celebrity effectiveness
However, these items only focus on the celebrity's image, making it difficult to measure the impact of the congruence between the brand and the celebrity on the advertising effectiveness. A recent study of congruency effect on celebrity advertising addressed five items to measure celebrity effectiveness based on congruency between the brand and the celebrity (Harmon-Kizer, 2017).
Eye-tracking methodology
- Properties of eye-tracker
- Human vision
- Specific events detected by eye-tracker
- Algorithms for event detection
- Attention and eye movements in celebrity endorsement
Then the inverted image is projected onto the retina at the back of the eyeball. Another important element is the cornea, which covers the outside of the eye and reflects light. On the other hand, if the fixation is detected by velocity, it is identified as a continuous portion of data samples where the velocity of the eye movements does not exceed a predetermined threshold, and a velocity-based algorithm is used for analysis.
The rapid movement of the eye from one point on the presented stimulus to another point is called a saccade. There is no typical duration for smooth pursuit, but the typical speed is 10–30°/s, which is slower than the speed of the saccade. Eye-tracking methods have been developed based on the “eye-mind” assumption, meaning that eye movements provide the corresponding tracking of the direction of attention as well as characteristics of basic eye movements (Just & Carpenter, 1980).
Hypotheses
In other words, celebrities who have a congruent appearance and characteristic of endorsing a brand would have a greater impact on advertising effectiveness than the other celebrities who only have a congruent appearance with the brand. Similarly, celebrities who have a congruent appearance and attribute with endorsing the brand would also have a greater impact on advertising effectiveness than the other celebrities who only have a congruent attribute with the brand. According to previous studies on the vampire effect, brand recall is lower when a celebrity appears in an ad because consumers are constantly interested in the celebrity's attractive faces.
However, it is somewhat difficult to assume that consumers' attention to the brand will be distracted by the attention to the attractive face of celebrities for reasons that the congruence between brand and celebrity is lower because they are as attractive as the others who have a high congruence appearance. Therefore, although the spread of attention to the face of the celebrity does not differ depending on the congruence between brand and celebrity, it would be more logical to say that the interaction between celebrities, brands and their importance increases advertising effectiveness faster and easier in consumers'. H3: The time and length of the moment on the celebrity's face will not depend on the congruence factors, but on the degree of physical attractiveness of the celebrity endorser.
EXPERIMENTAL DESIGN
Overview of experiment
Preliminary experiment
- Subjects
- Stimuli
- Experimental procedure
- Stimuli acquisition
In the experiment, one of 5 cosmetic brands' logo or value was shown randomly in the center of the screen, and two of 64 well-known names were shown below it (Figure 2.3). As the round progressed, the celebrity chosen by the subject moved to the next round and the unselected celebrity disappeared. Although there were a total of 31 choices for each session, the choices during the first round of 32 sets of celebrities were not included in the calculation because the variation was too high for each subject. On the other hand, in the case of the condition where the celebrity and cosmetic brand are mismatched in terms of both appearance and value (Condition 4), three celebrities with the lowest combined rankings were selected as the representative celebrities for each cosmetic brand (Appendix 1).
In the case of conditions in which the cosmetic brand is congruent with the value of celebrity, but not with the appearance of celebrity (condition 2), the rankings were summed, with the score from appearance congruent block converted into a decreasing ranking and the score from value-congruent block was converted into an ascending rank. Also, for the condition where the cosmetic brand is congruent with celebrity appearance, but not with celebrity value (condition 3), the rankings were summarized in the same way as condition 2. Given the rule defined above, a series of combinations for use in completed the main experiment, as shown in Table 2.2. Since the main experiment used a full factorial design with two factors, appearance congruence (congruent vs. incongruent) and value congruence (congruent vs. incongruent), 60 correct combinations of celebrities and brands were constructed through a preliminary experiment and divided into 4 conditions each containing 15 celebrity and brand combinations.
Main experiment
- Subjects
- Stimuli
- Experimental procedure
- Recording and data processing
The locations of the fixation mark were set aside from any AOI so that subjects' In addition, to maintain the subjects' concentration during the entire experimental period, the locations of the fixation mark appeared randomly in four different areas on the stimulus. Because the main mathematics test was described as part of the whole experiments, subjects were required to actively participate.
In the case of the recognition test, there were lists of brand and celebrity names on the screen, including the names that appeared and did not appear during the experiment. The calibration and validation of the subject's eye movements were completed before the evaluation session was conducted. Although the instrument offers both modes, a monocular mode was used for examination due to the difference between two eyes.
RESULTS
Verification of stimulus classification
Before data processing, it was checked whether the classification of the stimuli based on the previous experiment was appropriate or not. Scores assessed during the session on the appearance congruence and value congruence questionnaire were analyzed to verify the adequacy of stimulus classification. As shown in Figure 3.2 below, subjects rated the congruent set of stimuli significantly higher than the incongruent set, meaning that the stimuli were correctly classified by congruency regardless of the type of factor, which could be appearance or value (two-way ANOVA repeated measurements). , F = 113.68, p < 0.001).
Therefore, the classification of stimulus was verified as valid, especially for congruence, and all the analysis was performed based on the stimulus classified by a preliminary experiment. Two-way repeated measures ANOVA was performed and the result shows that there was significant difference between congruence and incongruence (p < 0.001; left). As a result of multiple comparison, significant difference was found between congruent stimulus set and incongruent stimulus set for each factor type (p < 0.001; left).
Behavior results
- Evaluations on the advertisement poster
- Recall and recognition results
- Celebrity effectiveness
Two-way repeated measures ANOVA was performed and the result shows that there were significant differences between factors within (p <. 0.001; left). As a result of the multiple comparison, significant differences were found between all types of comparisons (p < 0.001; left). Furthermore, the interaction effect between the appearance congruence factor and the value congruence factor was found (F = 4.65, p < 0.05).
When multiple comparisons were performed, the result was significant for comparison between value-congruent stimuli and value-incongruent stimuli when appearance is congruent (p < 0.05) and when appearance is incongruent (p < 0.001). Furthermore, the interaction effect between appearance congruence factor and value congruence factor was found (F = 70.881, p < 0.001). Repeated measurement two-way ANOVA was performed and the result shows that there were significant differences between within factors (p < 0.001; left).
Eye-tracking results
- Overview of eye-tracking data distribution according to conditions
- AOI analysis
Then, multiple comparisons were performed and the result was significant for the comparison between value-congruent stimulus and value-incongruent stimulus when the appearance was congruent (p < 0.05). Then multiple comparisons were performed and the result was significant for the comparison between appearance-congruent stimulus and appearance-incongruent stimulus when the value is congruent (p < 0.05) and incongruent (p < 0.05). For AOI 2 dwell time, there was a significant difference in the value congruence factor (p < 0.05) and multiple comparisons confirmed that value congruent is significantly different from value incongruent when appearance is congruent (p < 0.05).
Then, multiple comparisons were performed and the result was significant for the comparison between value-congruent stimulus and value-incongruent stimulus when the appearance was incongruent (p < 0.05). Then multiple comparisons were performed and the result was significant for the comparison between appearance-congruent stimulus and appearance-incongruent stimulus when the value is congruent (p < 0.05) and incongruent (p < 0.001). For the AOI 2 hit, there was a significant difference in value congruence factor (p < 0.05) and multiple comparison confirmed that value congruent is significantly different from value incongruent when the appearance is incongruent (p < 0.05).
DISCUSSION
Hypotheses revisit
- Effectiveness of value congruence
- Independence of appearance congruence and value congruence
- Impact of congruence on attention change
Furthermore, there was an attempt to find the impact of value congruence on advertising effectiveness. First, the results of recall and recognition tests show that value congruence is an influential factor for advertising effectiveness. By combining value congruency with appearance congruency, the accuracy of recall and recognition was significantly increased.
Furthermore, the post-questionnaire result also shows the impact of image congruence and value congruence on celebrity effectiveness. According to the result of congruence score, both image congruence and value congruence are influencing factors in the match between brand and celebrity. First of all, the recall result shows that value congruency increases recall and recognition accuracy for both with and without the combination of appearance congruency.
Limitations and further works
CONCLUSION
The use of celebrity endorsers to advertise products related to attractiveness is a trend in marketing and advertising. However, theoretical research on celebrity endorsement has been limited to the source characteristics model, which has emphasized the importance of the physical appearance of the celebrity, neglecting the extent of the actual influence of celebrities on consumers. Nowadays, however, there are various windows through which celebrities and consumers can interact, and these windows emphasize the positive aspects of celebrities displayed through personality and everyday life rather than physical attractiveness.
There are also concerns about celebrity endorsers because they can overshadow the brand and thus harm advertising effectiveness, such as brand appeal and recognition. In this study, value congruence was newly defined and the relationship between appearance congruence and value congruence was revealed. On this basis, this paper argues that value congruence is another important factor for celebrity endorsement, and the importance of this factor will increase gradually, with the increase of communication between celebrities and consumers through the development of media.
Scatter plot of preliminary experiment results
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