The Effectiveness of “Typical-User” Testimonial Advertisements on Black and White Browsers’ Evaluations of Products on Commercial Websites: Do They Really Work?

This study tests the effectiveness of testimonial advertisements on black and white browsers’ evaluations of a high-end product on a commercial website.

The Effectiveness of “Typical-User” Testimonial Advertisements on Black and White Browsers’ Evaluations of Products on Commercial Websites: Do They Really Work?

Osei AppiahThe Ohio State University
The introduction of an endorser in advertisements has been shown to lead to more favorable attitudes toward an advertisement than an advertisement without an endorser (Raju, Rajagopal, and Unnava, 2002). Despite the enormous clutter of advertisements in the media, endorsers attract attention to advertisements (Atkin and Block, 1983) and serve as an information cue to consumers, indicating whether the product information is worth attention ...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands