Research On Celebrity Testimonials and Customer Testimonials
What makes testimonials effective? Research by Martin, Wentzel and Tomczak (2008) found that the effectiveness of testimonials depends on the degree to which consumers are influenced by normative pressure and the quality of the product features highlighted. Results showed that people influenced by peer pressure (high-SNI consumers) place a greater emphasis on the testimonial than on the attribute information. In contrast, people who ignore the opinions of others (low-SNI consumers) are more influenced by attribute information.
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Famous quotes containing the words research on, research, celebrity and/or customer:
“Men talk, but rarely about anything personal. Recent research on friendship ... has shown that male relationships are based on shared activities: men tend to do things together rather than simply be together.... Female friendships, particularly close friendships, are usually based on self-disclosure, or on talking about intimate aspects of their lives.”
—Bettina Arndt (20th century)
“Men talk, but rarely about anything personal. Recent research on friendship ... has shown that male relationships are based on shared activities: men tend to do things together rather than simply be together.... Female friendships, particularly close friendships, are usually based on self-disclosure, or on talking about intimate aspects of their lives.”
—Bettina Arndt (20th century)
“The star is the ultimate American verification of Jean Jacques Rousseau’s Emile. His mere existence proves the perfectability of any man or woman. Oh wonderful pliability of human nature, in a society where anyone can become a celebrity! And where any celebrity ... may become a star!”
—Daniel J. Boorstin (b. 1914)
“The elements of success in this business do not differ from the elements of success in any other. Competition is keen and bitter. Advertising is as large an element as in any other business, and since the usual avenues of successful exploitation are closed to the profession, the adage that the best advertisement is a pleased customer is doubly true for this business.”
—Madeleine [Blair], U.S. prostitute and “madam.” Madeleine, ch. 5 (1919)