A Classic Dilemma in Advertising Concerning the Value of Celebrity

Multiple Choice

A classic dilemma in advertising concerning the value of celebrity spokespersons is that the more products a celebrity endorses, the

A) more competent she becomes in endorsing competing products.
B) less trustworthy she becomes in the eyes of consumers.
C) more popular she becomes among consumers with vastly dissimilar preferences.
D) less likely an audience member is to use the peripheral route to persuasion.