Influence of empathy for advertising models on purchase intention: Comparison between celebrity models and unknown models
AbstractPrimarily originating from characters (models) in a story, empathy is essential for enhancing the effectiveness of marketing communications with the condition that concept-based realism is practiced. However, previous literature primarily considered celebrities when investigating the relatio...
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| Format: | Article |
| Language: | English |
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Taylor & Francis Group
2023-12-01
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| Series: | Cogent Social Sciences |
| Subjects: | |
| Online Access: | https://www.tandfonline.com/doi/10.1080/23311886.2023.2234145 |
| _version_ | 1797198237968367616 |
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| author | Takumi Kato |
| author_facet | Takumi Kato |
| author_sort | Takumi Kato |
| collection | DOAJ |
| description | AbstractPrimarily originating from characters (models) in a story, empathy is essential for enhancing the effectiveness of marketing communications with the condition that concept-based realism is practiced. However, previous literature primarily considered celebrities when investigating the relationship between models and products in marketing communications. Remarkably, extant literature does not include examples of unknown models that focus on empathy in product usage scenes, as depicted in marketing communications, or their effects. Therefore, this study considers consumers’ observations of product usage scenes, focusing on personal computers (PCs) and smartphones (SPs) in Japan. The research question is how empathy—or consumers’ belief that the model uses the products in the same way they do in their daily lives—positively affects purchase intentions. The Japanese have a strong social culture that emphasizes empathy; therefore, it is thought that the above effects would be easy to evaluate. The effects of empathy were examined in the context of both celebrity and unknown models and the results demonstrated that empathy positively affected purchase intention in both. However, the effect was higher for celebrity models. These findings suggest the importance of determining and using a model for marketing communications, whether celebrity or not, based on a clear product concept. |
| first_indexed | 2024-03-12T16:46:44Z |
| format | Article |
| id | doaj.art-9d7bca74288b4587aab475642179d542 |
| institution | Directory Open Access Journal |
| issn | 2331-1886 |
| language | English |
| last_indexed | 2024-04-24T06:56:41Z |
| publishDate | 2023-12-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | Cogent Social Sciences |
| spelling | doaj.art-9d7bca74288b4587aab475642179d5422024-04-22T10:42:49ZengTaylor & Francis GroupCogent Social Sciences2331-18862023-12-019110.1080/23311886.2023.2234145Influence of empathy for advertising models on purchase intention: Comparison between celebrity models and unknown modelsTakumi Kato0School of Commerce, Meiji University, Tokyo, JapanAbstractPrimarily originating from characters (models) in a story, empathy is essential for enhancing the effectiveness of marketing communications with the condition that concept-based realism is practiced. However, previous literature primarily considered celebrities when investigating the relationship between models and products in marketing communications. Remarkably, extant literature does not include examples of unknown models that focus on empathy in product usage scenes, as depicted in marketing communications, or their effects. Therefore, this study considers consumers’ observations of product usage scenes, focusing on personal computers (PCs) and smartphones (SPs) in Japan. The research question is how empathy—or consumers’ belief that the model uses the products in the same way they do in their daily lives—positively affects purchase intentions. The Japanese have a strong social culture that emphasizes empathy; therefore, it is thought that the above effects would be easy to evaluate. The effects of empathy were examined in the context of both celebrity and unknown models and the results demonstrated that empathy positively affected purchase intention in both. However, the effect was higher for celebrity models. These findings suggest the importance of determining and using a model for marketing communications, whether celebrity or not, based on a clear product concept.https://www.tandfonline.com/doi/10.1080/23311886.2023.2234145empathycelebrity modelsunknown modelspersonal computerssmartphones |
| spellingShingle | Takumi Kato Influence of empathy for advertising models on purchase intention: Comparison between celebrity models and unknown models Cogent Social Sciences empathy celebrity models unknown models personal computers smartphones |
| title | Influence of empathy for advertising models on purchase intention: Comparison between celebrity models and unknown models |
| title_full | Influence of empathy for advertising models on purchase intention: Comparison between celebrity models and unknown models |
| title_fullStr | Influence of empathy for advertising models on purchase intention: Comparison between celebrity models and unknown models |
| title_full_unstemmed | Influence of empathy for advertising models on purchase intention: Comparison between celebrity models and unknown models |
| title_short | Influence of empathy for advertising models on purchase intention: Comparison between celebrity models and unknown models |
| title_sort | influence of empathy for advertising models on purchase intention comparison between celebrity models and unknown models |
| topic | empathy celebrity models unknown models personal computers smartphones |
| url | https://www.tandfonline.com/doi/10.1080/23311886.2023.2234145 |
| work_keys_str_mv | AT takumikato influenceofempathyforadvertisingmodelsonpurchaseintentioncomparisonbetweencelebritymodelsandunknownmodels |