| Abstract: | Abstract This study examines the effectiveness of a celebrity endorser vs. a company president as an endorser for a high financial/performance risk product, supplemental health insurance, with a sample of 280 senior citizens (65+) drawn from six geographically dispersed markets. The results show significant differences between a celebrity and a company spokesperson in initial interest in the product and likelihood of seeking additional information but no differences in belief of claim or likelihood of enrolling in the insurance program. |
