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.
Read more about this topic: Testimonial
Famous quotes containing the words research on, research, celebrity and/or customer:
“Feeling that you have to be the perfect parent places a tremendous and completely unnecessary burden on you. If we’ve learned anything from the past half-century’s research on child development, it’s that children are remarkably resilient. You can make lots of mistakes and still wind up with great kids.”
—Lawrence Kutner (20th century)
“Feeling that you have to be the perfect parent places a tremendous and completely unnecessary burden on you. If we’ve learned anything from the past half-century’s research on child development, it’s that children are remarkably resilient. You can make lots of mistakes and still wind up with great kids.”
—Lawrence Kutner (20th century)
“My great comfort is, that the temporary celebrity I have wrung from the world has been in the very teeth of all opinions and prejudices. I have flattered no ruling powers; I have never concealed a single thought that tempted me.”
—George Gordon Noel Byron (1788–1824)
“A good customer should not change his shop, nor a good shop change its customers.”
—Chinese proverb.