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3, 2017
Abstract: Utilizing endorsers in the advertising industry to promote products is currently on the rise, and
employing celebrities as the endorsers is still the marketers’ favorite method. This study aims to analyze the
influence of the number of endorsers and the product’s involvement on the consumers’ attitude towards
the advertisement and the brand. The research’s approach used a 2x2 factorial experimental design. A
total of 120 undergraduate students, who were further divided into 4 groups, were selected as the
respondents of this study. The results show the differences in consumer attitudes towards advertisements
and the brand, based on the number of endorsers and the product’s involvement. The study also reveals
that if there is low involvement with the product, multiple celebrity endorsements will generate a better
consumers’ attitude towards it than a single celebrity endorsement. Multiple celebrity endorsements will
also generate a better attitude among the consumers towards the brand than a single celebrity endorse-
ment will produce.
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influence consumers’ perceptions. Hsu and study, found that under the conditions of low
McDonald (2002) also suggest that using mul- involvement, the use of multiple celebrity
tiple celebrity endorsers in advertisements is endorsements could create a better consum-
likely to affect more of the audience. Several ers’ response compared to a single celebrity
previous studies have also revealed that mul- endorsement. While in a high involvement
tiple celebrity endorsements may have an ef- condition there is no significant difference in
fect on consumer attitudes (Rice et al. 2012; the use of multiple or single celebrity en-
Pughazhendiet al. 2012). dorsements. Similar results were also ob-
According to Kelley’s attribution theory tained by Yang (2006); Heinze (2010), and
(1967), people will determine the causality Rice et al. (2011).
of an event based on their behavior or the Meanwhile, Park and Young (1983), in
behavior of others. Such as the Prospect their research found that in the case of the
Theory that explains that when presented in cognitive involvement condition, attributes-
different ways, information can encourage an based message contents significantly influ-
alteration inpeople’s perspectives, preferences enced the overall brand’s attitude. In the case
and actions (Hussein et al. 2014). Hence, if of the affective involvement condition, nei-
other people endorse a product, consumers ther attributes-based message contents nor
are more likely to have a similar attitude and the attitude toward the commercial had any
perception to those who promote the prod- significant influence on the overall attitude
uct. Based on this theory, Mowen and Brown to the brand, and in the case of the low in-
(1981) then recommended that by utilizing volvement condition, the attitude toward the
multiple celebrity endorsers, marketers can commercial significantly influences the over-
effectively apply the concept of the Social all attitude to the brand. Similarly, studies
Consensus Theory, since this technique is conducted by Kirby et al. (1998) involving
regarded as a good marketing strategy. None- women, reported stronger intentions than did
theless, the effectiveness of multiple celeb- women with low levels of involvement when
rity endorsements remains uncertain. This is seeking additional mammography informa-
due to the surprising findings in Um’s study tion, regardless of the strength of the argu-
(2008) regarding multiple celebrity endorse- ment or cue favorability, and these women
ments that yield an opposing result to some with low levels of involvement reported
previous studies. This study reveals that mul- stronger intentions to seek more mammogra-
tiple celebrity endorsements have no greater phy information only when exposed to the
effect than single celebrity endorsements on favorable cue condition. Similar study results
consumers’ attitudes toward brands and their were also found by Rice et al. (2011);
advertisements. McAlister and Bargh (2016).
Roozen and Claeys (2010) stated that Product involvement is defined as a
in analyzing the effect of endorsers on the consumer’s level of interest in a particular
brands displayed in advertisements, it is also product (Solomon 2011). One of the well-
important to create a classification of high known theories on product involvement and
involvement and low involvement with the the formation of consumers’ attitudes is the
product. However, previous studies found the Elaboration Likelihood Model (ELM) devel-
opposite. Pughazhendi et al. (2012), in his oped by Petty et al. (1983). The level of in-
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toward the focal brand and to increase their their needs, values, and interests
purchase intentions toward that brand (Amos (Zaichkowsky 1985). Goldsmith and Emmert
et al. 2008 in Erfgen et al. 2016). (1991) conceptualized product involvement
as being consumers’ interest, enthusiasm, and
Attribution Theory preferences for certain product categories.
Meanwhile, Mowen (1995) perceived involve-
The attribution theory (Kelley 1967)
ment as important and defines it as the con-
states that a person determines the causality
of an event based on his/her behavior or the sumers’ interest in the consumption and dis-
behavior of others. Social consensus is a com- position of goods, services, or ideas. As in-
ponent of the attribution theory and refers volvement increases, consumers will have a
to the tendency to generalize different mat- greater motivation to observe, understand,
ters (Tripp 1994). Social consensus will arise and elaborate information regarding their
once a person notices other people using the purchases. According to Schiffman and
same product. In the context of advertising, Kanuk (2014), purchasing products using a
it implies that consumers tend to have simi- personal interest or minimal effort is referred
lar perceptions with others who use similar to as a low involvement purchase, while that
products (Schiffman and Kanuk 2014). with a high level of involvement through
Therefore, if other people endorse a prod- complex inquiriesis called a high-involvement
uct, consumers will be more likely to have purchase. A high involvement product is a
the same attitudes and perceptions as those product purchased only after long and care-
who support the product. Based on this theory, ful consideration, which may range from in-
researchers then recommend that the use of quiries about the product to careful evalua-
multiple celebrity endorsers will enable mar- tion of the different brands, or where the
keters to effectively apply the concept of the motivation and ability to process the message
social consensus theory, which is regarded as are high. Meanwhile, a low involvement prod-
a good marketing strategy (Mowen and uct is usually a consumable item that requires
Brown 1981). no complicated evaluation process on the part
of the consumer prior to its purchase, or
Based on the explanation above, this
where the motivation and/or ability to pro-
study formulates the following hypotheses:
cess a message is low. Involvement is another
H1: Consumers’ attitudes towards advertisements construct receiving considerable attention in
will be better for advertisements with multiple advertising literature, the proposition is that
celebrity endorsements than for those with a the more involved an individual consumer is
single celebrity endorsement. when faced with an advertisement, the
H2: Consumers’ attitudes towards a brand will be morehe or she will actively attempt to deter-
better for advertisements with multiple celebrity mine how the advertrelates to their own needs
endorsements than for those with a single celeb- andwants (Chaefer and Keillor 1997).
rity endorsement.
Elaboration Likelihood Model
Product Involvement (ELM)
Product involvement is defined as the The Elaboration Likelihood Model
consumers’ absolute perception regarding the (ELM) is a theory developed by Pettyet et al.
importance of product categories, based on (1983) suggesting the formation and changes
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Handriana and Wisandiko
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H5: Multiple celebrity endorsements will generate each subject only receives one treatment con-
better consumer attitudes toward an advertise- dition (Churchill 2002).
ment than a single celebrity endorsement for low The steps undertaken in this study are
involvement products; whereas, in the case of preliminary tests I and II, a check manipula-
high involvement products, the opposite is true. tion, a pretest, and the main test. Preliminary
H6: Multiple celebrity endorsements will generate test I was conducted to determine the cat-
better consumer attitudes toward a brand than egory, either high involvement or low involve-
a single celebrity endorsement for low involve- ment, while preliminary test II was to deter-
ment products; whereas, in the case of high in- mine the endorser. In preliminary test I, con-
volvement products, the opposite is true. ducted on 40 undergraduate management stu-
dents, each participant was given a list of
goods (a laptop, mobile phone, toiletries,
Methods snacks, soft drink, motorbike and watch),
Experimental Design then the participants were asked to name one
item that most needed an information search
This study applied a factorial design 2 process and careful consideration before mak-
(single versus multiple) x 2 (high versus low ing a purchase decision, and one other item
involvement) and betweensubject methods. that required the least information and care-
Factorial design is a statistical experimental ful consideration before making a purchase
design used to measure the impact of two or decision. From the first preliminary test we
more independent variables at various levels found that mobile phones were most often
and to allow for the interaction among the mentioned as the goods that needed the
variables (Malhotra 2010). Meanwhile, the lengthiest information search processes and
subject is an experimental design in which most careful consideration before making a
The Number
of Endorser
ATTITUDES TOWARDS
ADVERTISEMENT
Single vs. Multiple
Product
Involvement ATTITUDES TOWARDS
BRAND
Low vs. High
This figure shows the research model, which describes relatioship between variables are the number endorser (single vs multiple), produc
involvement (low vs high), attitude towards advertisement, and attitude towards brand.
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purchase decision, so they were selected for The manipulation checks implemented
the high involvement category product. Whilst on the undergraduate students were used to
snack foods were mostly mentioned as the ensure that the participants understood the
items that do not require much, if any, infor- stimulus manipulation designed by the re-
mation seeking or careful consideration be- searcher. The objective of the manipulation
fore making a purchase decision, and they check was to as certain whether the partici-
were selected for the low involvement cat- pants understood the type and number of
egory product. In the second preliminary test, endorsers and brands, and the products’ in-
followed by forty participants, the partici- volvement levels.
pants were given a list of the names of popu- To obtain accurate information from the
lar Indonesian celebrities, and were then participants it was necessary to check the
asked to choose the 3 names that held the accuracy of the measuring instruments in this
most attraction, credibility and high compat- study. So, before the main test was conducted,
ibility for them. The most celebrated celebri- it was necessary to perform a pretest to test
ties are the celebrities who will be selected the participants’ understanding of the ques-
as the endorsers in this research. From the tionnaire, the grammatical instructions in the
second preliminary test we obtained six names questionnaire, and how to fill it out. The pre-
for our celebrity endorsers. test also served to ensure that the manipula-
Figure 2. Advertisement Designs for Each Scenario
This figure shows the four scenario from this study: 1. Single endorser & low product involvement; (2) multiple endorsers & low product
involvement; (3) single endorser & high product involvement; (4) multiple endorsers and high product involvement.
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tion of the variables that have been designed in understanding the advertisements among
can be understood by the participants. The the participants.
pretest was performed on 30 undergraduate
students. Definition of Operational
The types of products used in this study Variables
were snacks for the low involvement category,
and mobile phones for the high involvement The number of endorsers in the
category. These products’ selections were advertisements.
based on the preliminary test results. For the The number of endorsers refers to the
products’ brands, this study used fictitious total number of endorsers used in an adver-
brands, namely BINGO (for the snacks) and tisement. In this study, as a variable, the num-
CELLULAR (for the mobile phones) with the ber of endorsers was divided into two, namely
aim of minimizing any potential bias that may single (one person) and multiple endorsers (3
result from brand images attached to any ex- persons). To check the participants’ under-
isting brands. standing about the manipulated variable of
the number of endorsers, an open question
As for the celebrities used as endorsers
was employed as an indicator. The question
in this research, six famous celebrities were
was “How many endorsersdo you see on the
selected through the preliminary test to serve
displayed advertisement?”
as endorsers inthe designed advertisements.
They were Joe Taslim, Pevita Pearce, Raisa, Product involvement
Rio Dewanto, Vino G. Bastian, and Chelsea Zaichkowsky (1985) defines product
Islan. Based on a 2x2 factorial design, there involvement as the consumers’ perception
were 4 print advertisements with two types toward the importance of the products’ cat-
of celebrity endorsement (single versus mul- egories, based on their needs, values and in-
tiple) in two product categories (low versus terests. To measure the level of involvement
high involvement). In other words, for the low with the product, this study employed indi-
involvement product category, there were two cators developed by Zaichkowsky (1985),
different advertisements, one with a single Schiffman and Kanuk (2014), and Belch and
celebrity endorser, and the other with mul- Belch (2004). According to them, product
tiple celebrity endorsers. Similarly, for the high involvement is concerned with the search for
involvement product category, there were also information, the complexity of thought and
two different advertisements of the same the consumers’ considerations prior to pur-
kind. chase. The indicators were as follows: (1)
Then, each participant saw only one products in the displayed advertisements re-
version of the advertisements before filling quire a detailed inquiry prior to making a pur-
in a questionnaire to elicit his/her response. chasing decision (e.g. via the internet, other
The advertisements were made witha similar people, magazines, etc.); (2) products in the
format and design for each product category, displayed advertisements require acomplex
and only distinguished by the number of en- thought process prior to making a purchase
dorsers displayed. Product images and the decision; and (3) products in the displayed
endorsers’ photos were also a similar size for advertisements require careful consideration
each category, in order to avoid differences prior to making a decision to purchase or not.
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Table 1. Validity and Reliability Tests on the Variable of Attitudes Towards Advertise-
ment
Table 2. Validity and Reliability Tests on the Variable of Attitudes towards Brand
Indicator Factor Loadings Remark Cronbach’s Alpha Remark
SM1 0.706 Valid
SM2 0.683 Valid
0.859 Reliable
SM3 0.753 Valid
SM4 0.681 Valid
This table shows the testing for validity and reliability tests on the variable of attitudes towards brand. In the second column shows the
factor loading more than 0.5. There are incate that variable is valid. The fourth column shows the Cronbach’s Alpha is more than 0.7.
There are indicate that the variable is reliable.
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0.042) for the variable on the number of en- ment (mean = 4.345). The consumers’ atti-
dorsers. The results showed that the differ- tudes toward the advertisement will be im-
ence in the number of endorsers, as perceived proved by advertisements with multiple ce-
by the consumers, generated different atti- lebrity endorsements than for those with just
tudes toward the advertisement. The data a single celebrity endorsement. Hence, Hy-
also showed that multiple celebrity endorse- pothesis H1 was accepted. According to Wang
ments resulted in better consumer attitudes et al. (2015), the fit among multiple celebri-
towards the advertisement (mean = 4.716) ties selected to endorse the brand matters in
as compared to the single celebrity endorse- influencing the consumers’ attitudes.
This table shows the testing for homogeneity of variance. In fifth coloum shows the significance value more than 0.05, its indicate the
variable is homogeneous
Product Involvement:
High 4.316 4.075
5.668 .019 14.363 .000
Low 4.745 4.688
This table shows the testing for MANOVA Test for hypotheses testing
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The attitude towards the brand resulted Consumer attitudes toward the advertisement
in an F value of 6.515 and was significant at will be better for advertisements featuring
a0.05 (p = 0.012) for the number of endors- celebrities with a low involvement product
ers variable. The results suggested that the than with a high involvement product. Hence,
difference in the number of endorsers, as Hypothesis H3 was accepted.
perceived by the consumers, generated dif- Additionally, the data from the
ferent attitudes towards the brand. The data MANOVA’s test result in Table 4 on the atti-
also showed that multiple celebrity endorse- tudes towards the brand revealed an F value
ments led to better consumer attitudes to- of14.363 and was significant at a0.05 (p>
wards the brand (mean=4.587) than the single 0.0001) for the product involvement variable.
celebrity endorsement (mean=4.179). Con- The results confirmed that the difference in
sumer attitudes towards the brand will be the level of involvement with the product
improved by advertisements with multiple would prompt different attitudes toward the
celebrity endorsements than by those with a brand. The data also showed that low in-
single celebrity endorsement. Consequently, volvement resulted in better consumer atti-
Hypothesis H2 was also accepted. tudes to the brand (mean = 4.688) than high
These findings reveal that the difference involvement (mean = 4.075). The consum-
in the number of endorsers featured in an ers’ attitudes towards the brand will be bet-
advertisement is able to provide different re- ter for advertisements featuring celebrities
sults for the consumers’ attitudes toward an with a low involvement product than with
advertisement and brand. The MANOVA test high involvement products. Consequently,
results also show that the use of multiple Hypothesis H4 was also accepted.
celebrity endorsements may result in a better Hence, these results indicate that dif-
consumer attitude than a single celebrity en- ferences in the level of the product’s involve-
dorsement. Accordingly, Hypotheses H1 and ment have a significant influence on the con-
H2 were supported and are in accordance with sumers’ attitudes towards the advertisement
the previous theories and research (Mowen and brand. These led to a conclusion that the
and Brown 1981; Hsu and McDonald 2002; advertisement in the low involvement prod-
Rachita et al. 2013, Bhagyashree and Solanki uct category generated better consumer atti-
2015). tudes towards the advertisement than that in
The data of the MANOVA’s test resultin the high involvement product category. Ac-
Table 4 on the attitudes toward the adver- cordingly, Hypotheses H3 and H4 were ac-
tisement showed an F value of 5.668 and was cepted, which was consistent with the elabo-
significant at 0.05 (p = 0.019) for the prod- ration likelihood model suggested by Petty
uct involvement variable. The results showed etal. (1983), which stated that the level of
that the difference in the level of involve- product involvement is one of the important
ment with the product would generate dif- variables affecting the formation of consum-
ferent attitudes towards the advertisement. ers’ attitudes and dividing the message pro-
The data also showed that low involvement cessing through two different paths, namely
resulted in better consumer attitudes toward the central and peripheral routes. If consum-
the advertisement (mean = 4.745) as com- ers have a high degree of involvement in a
pared to high involvement (mean = 4.316). product, their attitudes are shaped through
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the central route, as they will be influenced The analysis and discussion reveals that
by considerations of the message’s content with low involvement products, the consum-
regarding the brand’s features, attributes and ers’ attitudes toward the advertisement and
benefits. Meanwhile, if consumers have a very brand were better when using multiple celeb-
low involvement, their attitude formation rity endorsements than a single celebrity en-
occurs through the peripheral route, in which dorsement. For a low involvement product,
simple signs, objects, or celebrities play a sig- multiple celebrity endorsements will gener-
nificant role in the evaluation process (Petty ate a better consumers’ attitude towards the
et al. 1983). Thus, the findings in this study advertthan a single celebrity endorsement
are in line with the findings of previous re- can. For a low involvement product, multiple
search (Rice et al. 2012; Petty et al. 1983). celebrity endorsements will generate better
consumer attitudes towards the brand than a
Based on the data from the MANOVA’s
single celebrity endorsement will. But with
test results in Table 4, on average multiple
high involvement products, both multiple and
celebrity endorsements for low involvement
single celebrity endorsements generate the
products generated better consumer attitudes same consumers attitude towardthe adverts.
towards the advertisement than the single Also for high involvement products, multiple
celebrity endorsement did (4.983 > 4.508), celebrity endorsements do not generate any
and their differences also met the significance different consumer attitudes toward the brand
value of a = 0.05 (p = 0.046). High involve- than single celebrity endorsements do. There-
ment products, even though multiple celeb- fore, Hypotheses H5 and H6 were accepted.
rity endorsements, also resulted, on average, These results reinforce the theory developed
in better attitudes towards the advertisement by Petty etal. (1983) and are in parallel with
as compared to a single celebrity endorsement previous studies conducted by Pughazhendi
(4.450 > 4.183), the significance value was et al. (2012) in India, which also led to simi-
not met because a = 0.05 (p = 0.336). Ac- lar results, and Rice et al. (2012).
cordingly, Hypothesis H5 was accepted.
The data also showed that forlow in- Conclusion
volvement products, multiple celebrity en-
dorsements generated better consumer atti- The results showed that there were dif-
tudes toward the brand than a single celeb- ferences in the consumers’ attitudes towards
rity endorsement did (4.925 > 4.450), on advertisements and brands, based on the num-
average, and the differences between them ber of endorsers featured in an advertisement.
also met the significance value of a = 0.05 Advertisements featuring multiple celebrity
(p = 0.045). High involvement products, endorsers were able to better shape the con-
even though multiple celebrity endorsements, sumers’ attitudes than those displaying only
resulted, on average, in better consumer atti- a single celebrity endorser. These also indi-
tudes toward the brand than a single celeb- cated that there were differences in the con-
rity endorsement did (4.250 > 3.900), the sig- sumers’ attitudes toward advertisements and
nificance value was not met since a = 0.05 brands based on the level of involvement
(0.125). Hence, Hypothesis H6 was accepted. with the product, as perceived by the con-
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Gadjah Mada International Journal of Business – September-December, Vol. 19, No. 3, 2017
sumers. Advertisements in the low product tious brands in the advertisements made the
involvement category were capable of pro- participants feel that the advertisements were
ducing better consumer attitudes toward the fabricated and unreal, which eventually af-
advertisement than those in the high product fected their responses. For further research,
involvement category. the use ofa more realistic and not-too-sim-
From the analysis of the interaction’s plistic design for the advertisements is rec-
effect, the use of multiple celebrity endorse- ommended, in order to convince the partici-
ments was more effective in generating im- pants that the advertisements are real, and
proved consumer attitudes toward advertise- thus, eventually evoking better responses.
ments and brands only for the low involve- Second, this study only measured the ef-
ment products; whereas for the high involve- fectiveness of an advertisement to determine
ment products, the differences did not show the consumers’ attitude to it, but not their
significant results. intentions or future actions. The effects of
such variables as the number of endorsers and
The managerial implication from this the product’s involvement in the advertise-
study is that, for businessmen with low in- ments were only measured by the consum-
volvement products, the use of multiple en- ers’ attitudes toward the advertisement and
dorsers will be more effective than the single brand. For further research, it would be bet-
endorser, because using multiple endorsers ter to add some other dependent variables,
has a better impact on the consumers’ atti- such as purchase intentions.
tudes to advertising and the brand. Mean-
Another limitation is that the study only
while, for the businessman with high involve-
manipulated the variables of the number of
ment products, the use of either a single en-
endorsers and involvement with the product
dorser or multiple endorsers for their product’s
in measuring the consumers’ attitudes. As a
advertisements does not make a significant matter of fact, there are many other factors
difference on the effect of consumers’ atti- that influence the effectiveness of the use of
tudes to the advertisement and brand. multiple celebrity endorsements, such as the
The first drawback of this research lies compatibility of the endorser and product,
in the stimulus design of the advertisements, the source credibility of the endorser, as well
which was regarded as being rather unrealis- as the sex and age of the participants. There-
tic by most of the participants. This was due fore, future studies are expected to combine
to their very simple design, displaying only these variables in order to measure the effec-
the logo and the product’s image, as well as tiveness of the multiple celebrity endorse-
the endorsers. In addition, the use of ficti- ment.
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