Principal investigator: Juan Mundel
Project collaborators: Claire Hope (undergraduate student researcher)
Advertising with the use of visuals, such as photos, illustrations, and human model depictions provide central messages about an advertised product in an attractive manner. Visuals provide cues that attract attention and facilitate identification with the depicted images. Models in advertisements allow for personal identification with the product through the framework of social comparison. Advertisers that choose to use well-known individuals, such as celebrities, do so because they know that consumers will link the product with that particular celebrity.
Celebrity endorsers tend to have more exclusive contracts with brands than traditional models, however, more non-famous models are becoming the face of two or more brands that compete within the same product category (e.g, GAP and Abercrombie and Fitch). While there is abundant literature on celebrity endorsement and effects of models on consumers, research in model identification and recall on product, brand, and price evaluation is sparse. We are studying cases where models are cast for brands that compete within the same market, and carry different pricing strategies (e.g., utilitarian-GAP vs. premium-Abercrombie), to examine spillover effects between the brands.