Titel: | SELF-ENDORSING VERSUS OTHER-ENDORSING IN VIRTUAL ENVIRONMENTS: The Effect on Brand Attitude and Purchase Intention; |
---|---|
Beteiligte: | , |
In: | Journal of Advertising, 40, 2011, 2, S. 93-106 |
veröffentlicht: |
M. E. Sharpe, Inc.
|
Medientyp: | Artikel, E-Artikel |
Umfang: | 93-106 |
---|---|
ISSN: |
0091-3367
1557-7805 |
DOI: | 10.2753/JOA0091-3367400207 |
veröffentlicht in: | Journal of Advertising |
Sprache: | Englisch |
<p>Self-endorsing—the portrayal of potential consumers using products—is a novel advertising strategy made possible by the development of virtual environments. Three experiments compared self-endorsing to endorsing by an unfamiliar other. In Experiment 1, self-endorsing in online advertisements led to higher brand attitude and purchase intention than other-endorsing. Moreover, photographs were a more effective persuasion channel than text. In Experiment 2, participants wore a brand of clothing in a high-immersive virtual environment and preferred the brand worn by their virtual self to the brand worn by others. Experiment 3 demonstrated that an additional mechanism behind self-endorsing was the interactivity of the virtual representation. Evidence for self-referencing as a mediator is presented.</p> |