What do celebrity endorsers bring to a brand that non-celebrity endorsers fail to bring? Atkin and Block (1983) found that celebrity endorsers consistently produce more favorable impacts. Their findings showed that celebrity endorsers were viewed as significantly more trustworthy and competent and slightly more attractive than non-celebrity endorsers. In addition, they found that purchase intention and brand evaluation were greater for advertisements featuring celebrity endorsers than for those without. In a study that examined the moderating role of involvement between central and peripheral routes to advertising effectiveness, Petty, Cacioppo, and Schumann (1983) found that people were more likely to favor products endorsed by celebrity endorsers.
