Stallen, Mirre; Smidts, Ale; Rijpkema, Mark; Smit, Gitty; … - In: Journal of Economic Psychology 31 (2010) 5, pp. 802-811
Celebrity endorsement is omnipresent. However, despite its prevalence, it is unclear why celebrities are more persuasive than (equally attractive) non-famous endorsers. The present study investigates which processes underlie the effect of fame on product memory and purchase intention by the use...
