The effect of celebrity endorsement on omission neglect at different levels of skepticism

The main objective of this study was to identify the effect of omission neglect concerning advertisements endorsed by celebrities given different levels of skepticism of the evaluators. Through three experiments ( n = 512 university students and use of Analysis of Variance [ANOVA]), in which we manipulated the volume of information on different products and services, we identified that the endorsement of celebrities (Study 1) congruent with the...