Abstract:

This research aims to compare the persuasive impact and the change of attitudes induced by the presence of celebrity and a non celebrity in advertisement. A quasi experiment was carried out with 290 tunisian female consumers. The empirical results show that the non-famous spokesperson induced attitudes toward advertising are more favorable than those induced by the celebrity. Our research shows that the inclusion of a celebrity in a television advertising is not also effective and does not necessarily more favorable attitudes toward advertising, brand and purchase intention than those induced by a non-celebrity.