Self-Endorsing Versus Other-Endorsing in Virtual Environments
- 1 July 2011
- journal article
- Published by Taylor & Francis Ltd in Journal of Advertising
- Vol. 40 (2), 93-106
- https://doi.org/10.2753/joa0091-3367400207
Abstract
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.Keywords
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