How endorser attributes influence conservation communication
Xia He1, Tien Ming Lee1,2
1School of Ecology, Sun Yat-sen University, Guangzhou, China.
Summary
Celebrity endorsements in conservation communication show limited practical superiority over credible non-celebrities. Endorser choice depends on goals: celebrities for attention, credible figures for attitude change.
Area of Science:
- Conservation Psychology
- Marketing Communications
- Behavioral Science
Background:
- Celebrity endorsements are common in conservation, but evidence of effectiveness and guidance on ideal endorser selection are lacking.
- Key endorser attributes influencing conservation message reception remain unclear, hindering strategic communication planning.
Purpose of the Study:
- To investigate the effectiveness of celebrity versus non-celebrity endorsements in conservation communication.
- To explore the impact of endorser attributes (attractiveness, credibility) on message reception and behavioral intentions regarding an ivory trade ban in China.
Main Methods:
- A randomized controlled trial (N=550) comparing two public service announcements (PSAs) for an ivory trade ban: one endorsed by a sports celebrity (Yao Ming), the other by a police officer.
- Analysis included perceived PSA attractiveness, attitude changes, and behavioral intentions, supplemented by structural equation modeling (SEM) to assess relationships between endorser attributes and outcomes.
Main Results:
- While the celebrity was perceived as more attractive, both PSAs had similar perceived attractiveness.
- The police officer yielded a small but significant improvement in attitude toward the ban, with no significant difference in behavioral intentions.
- SEM indicated endorser attractiveness positively influenced communication intention, while endorser credibility more strongly predicted conservation behavioral intention.
Conclusions:
- Endorser selection in conservation should be contextual: celebrities may be best for broad attention (communication intention), while credible figures are more suitable for attitude/behavioral change.
- Findings suggest a nuanced approach to celebrity endorsement strategy in conservation, emphasizing the importance of matching endorser attributes to specific communication objectives.
Keywords:
Comunicación sobre conservacióncelebrity endorsementconservation communicationivory trade banpatrocinio por parte de famososprohibición del comercio de marfilpublic service advertising (PSA)publicidad de servicio público (PSP)situational theory of problem solving (STOPS)teoría situacional de la resolución de problemas (TSRP)保护传播公益广告名人代言象牙贸易禁令问题解决情境理论Related Concept Videos
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