Leveraging celebrities with inconsistent attractiveness and credibility for charitable endorsement: A cue diagnosticity perspective

Heming Gong, Xuemei Bian, Chundong Zheng*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review


Building upon the cue diagnosticity framework, this research investigates the influence of three categories of celebrities (attractive-credible, attractiveness-oriented, and credibility-oriented) on charitable endorsements. We generated 1095 participants’ data from three studies via an online experimental design and conducted analysis using ANOVA. Study 1 demonstrated that the attractive-credible celebrity outperforms the credibility-oriented and attractiveness-oriented celebrities in persuasion. Study 2 discovered that attractive-oriented celebrities are more effective for emotional ad apppeals, whereas credibility-oriented celebrities excel in informational ad appeals. Study 3 found that attractiveness-oriented celebrities align well with high non-profit organization images, whereas credibility-oriented celebrities are more effective with low and medium non-profit organization images. The current research incorporates the cue diagnosticity framework in celebrity characteristics literature and guides managers on leveraging celebrities with inconsistent attractiveness and credibility characteristics.

Original languageEnglish
Article number103771
Number of pages12
JournalJournal of Retailing and Consumer Services
Early online date29 Feb 2024
Publication statusE-pub ahead of print - 29 Feb 2024

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