Consumers who are shown two ads featuring the same celebrity are more likely to forget when the celebrity is endorsing a product only moderately associated with the celebrity’s fame, according to a new study from the University of Arkansas.
Katie Kelting, a marketing researcher at the U of A, found consumers are more likely to remember the product if it is either a really good or really bad fit with the reason for the celebrity’s fame.
The study cites as an example of a moderate fit, a State Farm commercial featuring Cleveland Cavalier LeBron James.
The study continues saying that as an industry or product, insurance does not fit James’ celebrity; it is a product that neither enhances his his celebrity nor detracts from it.
Conversely, the study showed that consumers experience a relatively high level of recall when a product is endorsed that is highly matched with the celebrity’s expertise or image, such as James selling a sports drink or basketball shoes.
As for a low fit or match, that would be LeBron James starring in a fast food commercial. James is one of the world’s premiere athletes, not to mention arguably one of the best basketball players ever. This would be a low match because general perception is that someone does not reach peak physical condition by frequently eating McDonald’s.
Kelting, an assistant professor of marketing in the Sam M. Walton College of Business, said “The same thing happens with low and high matches, a low match is just weird enough for people to remember. It may not make sense to them, and they may not feel particularly good about it, but they will remember it, more so than LeBron James endorsing an insurance company.”