Implicit Assimilation and Explicit Contrast: A Set/Reset Model of Response to Celebrity Voice-Overs

An experiment reveals that the relationship between celebrity attitude and attitude toward brands paired with the celebrity's voice is moderated by identification of the celebrity but only when attitude is measured explicitly. Using explicit measures, celebrity attitude was positively (negatively) related to brand attitude change when the evaluator could not (could) identify the celebrity. This finding is attributed to "resetting," a correction of the perceived influence from irrelevant cues. On implicit measures, a positive relationship between celebrity and brand attitude was observed regardless of celebrity identification. The disassociation between the explicit and implicit results suggests that resetting requires explicit evaluation. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..