The Conditioning Effect on Celebrity Multiple Endorsements

This research adapts experimental design to investigate the effect of conditioning or not and pre-exposure or not on brand attitude, so it is a 2×2=4 factorial design. The results show that the brand attitude of conditioning group is significantly higher than that of unconditioning group. The brand attitude with pre-exposure is significantly higher than that without pre-exposure. Conditioning or not and pre-exposure or not have significant interaction. No matter the celebrity is pre-exposure or not, the brand attitude is higher under conditioning process.

Authors:

• Chia-Ching Tsai

Keywords:

• Celebrity
• Multiple endorsements
• Pre-exposure
• Classical condition
• Second-order conditioning

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