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To determine if recall of celebrity advertisements is dependent on the type (celebrity or brand name) or number (one or two) of advertising cues, participants were randomly assigned to 1 of 4 conditions. The celebrity condition considered recall of brand names when given the celebrity cue(s), and the brand-name condition examined recall of celebrity endorsers when given the brand-name cue(s). No difference was found in recall based on type or number of cues given. However, male celebrities were recalled significantly (p = .001) more than female celebrities. Also, male participants recalled male celebrities better, and female participants recalled female celebrities better (p < .001). Results are discussed in terms of congruence between the celebrity and the product being endorsed.

The Effect of Advertising Cues on Consumers’ Recall Rate of Celebrity Endorsements