Medicine and Health Sciences Commons^™

Potentially Misleading Weight Loss Advertisements Targeting Men: Examining Influence Of Celebrity Athlete Endorsement On Ad Believability And Purchase Intentions, Andrew C. Pickett, Katie M. Brown, Zack J. Damon, Natasha T. Brison

Health Behavior Research

Given the prevalence of false or exaggerated claims in advertisements for weight loss products, as well as risks associated with use of unproven dietary supplements and exercise plans, they are subject to heightened scrutiny from regulators. However, celebrity athlete endorsers are increasingly featured in advertisements promoting weight loss products targeting men. This study employed a 2x2 (athlete endorser vs. non-celebrity; plausible vs. unrealistic advertising claim) experimental design, whereby participants (n= 292) were exposed to one of four ad conditions. Results suggest the athlete endorser was perceived as more credible than a non-celebrity, being rated as more expert. Significant …