Endorsement by an “ordinary expert” on the packaging of a food product: Effects on proximity, trust, and purchase intention

Résumé 0

• ObjectivesThis study aims to explain the effects of endorsement by an “ordinary expert” on the perceived proximity, trust, and purchase intention of a brand in the context of food packaging. An ordinary expert is characterized by the absence of awareness, image, and media visibility prior to the communication action. • MethodologyAn experimental protocol was developed around two categories of products with different degrees of processing (milk and potato gratin) to test the effect of an image of an ordinary expert endorser on the packaging (absence vs. presence) and the presence of information about this endorser (absence vs. presence). Questionnaires from the eight cells resulting from this experimental design were randomly administered to sub-samples. The total sample size is 731. • ResultsThe study finds that endorsement by an ordinary expert generates perceived proximity, which significantly influences the level of trust in the brand, thereby significantly impacting purchase intention. When the endorsement integrates the producer’s image and information, an indirect effect on purchase intention through perceived proximity and trust in the brand is identified for the two forms of packaging tested. • Managerial/societal implicationsThree major recommendations are proposed for food brands to enhance their endorsement strategy. First, using an “ordinary expert” endorser proves to be an effective communication lever with consumers. Second, to strengthen the perceived proximity, trust, and purchase intention of their customers, these brands should associate the visual of the endorser and the related information on their packaging. And third, endorsement by the “ordinary expert” optimizes the perception of processed products. • OriginalityAlthough the study of celebrity endorsement dominates the research, especially in the context of highly involved products (e.g., luxury goods) and traditional communication channels (press, posters, etc.), questions about its effectiveness are emerging. Therefore, it is necessary to enrich the range of endorsement devices used by companies. In this sense, we investigate a situation that has been little analyzed theoretically and experimentally but is increasingly practiced by companies in the food sector in a context of consumer mistrust: the inclusion of an ordinary endorser on packaging.