A Study on the Effects of Celebrity Endorsement for Baseball Games Using Classical Conditioning

• Main Authors: Chia-Lin Hsiao, 蕭佳琳
• Other Authors: Chen-Yueh Chen
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/95597730702888141074

碩士 === 國立中正大學 === 運動與休閒教育所 === 97 === This study was to explain the effectiveness of celebrity endorsers of baseball games by classical conditioning. Two hundred and twenty National Chung Cheng University students were recruited in the present study using convenient sampling. There were 2 experiments in the current study. Study 1 attempted to examine if the effect of conditioning exist using celebrities as conditioned stimulus and brand as unconditioned stimulus. Study 2 was conducted to investigate if the level of fit between celebrities and brand affect consumer’s brand attitude. The data were be analyzed by t-test and ANOVA by SPSS10.0. The significance level was α=.05. Results show that a classical conditioning procedure using celebrities as the US can be effective in generating positive attitudes toward a previously affectively neutral brand. And the conditioning is more effective in brand attitude formation when celebrity fit is high. Suggestion: Taiwan’s baseball games use high-fit celebrities to be their endorsers.