Toward a Process-Transfer Model of the Endorser Effect

Vincent Chi Wong*, Henry Fock, Candy K Y Ho

*Corresponding author for this work

    Research output: Contribution to journalJournal articlepeer-review

    13 Citations (Scopus)
    50 Downloads (Pure)


    Previous research on the effects of celebrity endorsement has focused on the transfer of positive properties (likeableness, credibility, symbolic meanings, etc.) from the endorser to the product. Taking a different perspective, this study suggests that the way in which consumers evaluate an endorser (i.e., the cognitive process, such as applying family origin or achievement as the basis for evaluation) will carry over to the evaluation of the endorsed product (e.g., applying country of origin or performance as the criteria). Five experiments support this process-transfer account and show that it can be induced by subtle verbal/visual cues in advertisements. Because the process transfer is not inherently associated with positive/negative valence, it provides a theoretical rationale for explaining successful endorsements involving endorsers who are less favorable/credible, less of a “fit” with the product, or associated with some negative meanings, in addition to those involving positively or neutrally evaluated endorsers. The process-transfer model supplements existing models and provides a more comprehensive understanding of endorser effects. It provides marketers with a set of less stringent guidelines for selecting endorsers as well as valuable damage control tools for brands when an endorser screws up.

    Original languageEnglish
    Pages (from-to)565-581
    Number of pages17
    JournalJournal of Marketing Research
    Issue number3
    Publication statusPublished - 1 Jun 2020

    Scopus Subject Areas

    • Business and International Management
    • Economics and Econometrics
    • Marketing

    User-Defined Keywords

    • endorser effect
    • mindset
    • process transfer
    • who one is/what one does


    Dive into the research topics of 'Toward a Process-Transfer Model of the Endorser Effect'. Together they form a unique fingerprint.

    Cite this