Evaluating the Advertising Effectiveness Of Noncelebrity Endorsers
研究了顾客和员工两类非名人代言人对广告效果的不同影响，发现产品风险类型（社交风险或物理风险）决定了哪种代言人更有效。
Research on advertising endorsements offers only limited knowledge about noncelebrity endorsements. Different types of noncelebrity endorsers (<i>i.e.</i>, customer versus employee), however, could have distinct influences on advertising effectiveness, which is of great managerial interest in optimizing endorser usage. This article indicates that the stated relation is mediated, both positively (advertisement empathy) and negatively (inferences of manipulative intent), resulting in two opposing effects. The relationship varies significantly, depending on the risk associated with the product category advertised. Whereas customer endorsements are preferable in product categories with high levels of social risk (<i>e.g.</i>, sunglasses and luxury clothing), physically risky products (<i>e.g.</i>, car maintenance and repairs) should be advertised through employee endorsements.