The purpose of this study was to evaluate consumer attitudes towards brands when exposed to celebrity endorsements in cases where the personality of the celebrity does not match the personality of the brand (inconsistent). Theories used in this research included: Cognitive Dissonance Theory, how consumers are expected to react when receiving information that presents inconsistency; and Schema Theory, how information is stored in the form of schemas. A measure consisting of attractiveness, credibility, purchase intention and likeability was created based on studies by Spear and Singh (2004) and Halonen-Knight and Hurmerinta (2010) in order to evaluate consumer attitudes. A survey was given to 200 respondents to evaluate their attitude toward ten advertisements with celebrity endorsements. Five of the ads were consistent between celebrity and personality of the brand and five were inconsistent. Results showed that people had a significantly more positive attitude toward consistent ads compared to inconsistent ads.

Library of Congress Subject Headings

Endorsements in advertising--Research; Consumer behavior--Research; Branding (Marketing)--Psychological aspects; Cognitive dissonance

Publication Date


Document Type


Student Type


Degree Name

Communication and Media Technologies (MS)

Department, Program, or Center

School of Communication (CLA)


Patrick Scanlon

Advisor/Committee Member

Kelly Norris Martin

Advisor/Committee Member

Juilee Decker


Physical copy available from RIT's Wallace Library at HF5822 .V47 2015


RIT – Main Campus

Plan Codes