Adolescents’ responses to sports figure product endorsements

• Steven T. McDermott ^[1] ; John E. Hocking ^[1] ; Leslie Johnson ^[1] ; Charles K. Atkin ^[2]
  1. [1] University of Georgia

     University of Georgia

     Estados Unidos

     
  2. [2] Michigan State Universit
• Localización: Southern communication journal, ISSN 1041-794X, Vol. 54, nº 4, 1988, págs. 350-363
• Idioma: inglés
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• Resumen

  • A survey of 135 sixth, eighth, and tenth graders was conducted to assess the relationship between television exposure experiences with ads containing celebrity endorsements of smokeless tobacco products with attitudes, beliefs, and perceptions about the use of smokeless tobacco. The results suggest that a simple exposure model is not sufficient for explaining the effects of celebrity endorsements. However, use of smokeless tobacco, perceptions of acceptability of use by friends, and positive attitudes toward users were all related to particular viewing experiences.