IMPACT OF CELEBRITY CREDIBILITY ON CONSUMER INTENTION FOR

BEHAVIORAL CHANGE: A STUDY ON CELEBRITY ENDORSED SOCIAL

ADVERTISING
The information provided by the respondent shall be kept highly confidential and the data
shall be used for the research work alone.
Section A
1. Name:
2. Gender
3. Age:

male

female

Section B
1. Do you recognise the celebrity in the advertisement?
Yes
No
2. On a scale of 1 to 5 please circle the number that best reflects your feelings towards the
celebrity/ spokesperson.
Unattractive
Not classy
Ugly
Plain
Not sexy
Untrustworthy
Unreliable
Dishonest
Insincere
Undependable
Not an expert
Unqualified
Unknowledgeable
Inexperienced
Unskilled
Ineffective

1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1

2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2

3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3

4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4

5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5

Attractive
Classy
Beautiful
Elegant
Sexy
Trustworthy
Reliable
Honest
Sincere
Dependable
An expert
Qualified
Knowledgeable
Experienced
Skilled
Effective

Section C
1. State your opinion about following statements (1- strongly disagree, 5 Strongly agree)
Items
It is hard to conserve energy
There is a need for saving energy
To solve our states energy problem,
every individual in our society will have
to reduce the amount of energy they use
Reduce the use of electricity so that the
future generation will get it
You should reduce the use of decorative

Strongly
Disagree
1
1
1

Disagree Neutral Agree Strongly

Agree
2
3
4
5
2
3
4
5
2
3
4
5

lights
You should start conserving energy
1
You should switch off lights when it is not 1
needed

2
2

3
3

4
4

5
5

2. State your opinion about social campaign (1-not at all, 2- no, 3-yes , 4 definitely)
Items
The campaign delivers a worthwhile message
The campaign is an incentive to look for information
and/or help
The campaign is easy to understand
The campaign talks about energy conservation in a new
way
The campaign is interesting
The campaign is meant for people like you
The campaign is in peoples best interest

Not No
at all
1
2
1
2

Yes

Definitely

3
3

4
4

1
1

2
2

3
3

4
4

1
1
1

2
2
2

3
3
3

4
4
4

3. What is your opinion about the advertisement? (1-not at all, 2- no, 3-yes , 4 definitely)
Items
The ad/advertisements made you think about energy
problem
The ad/advertisements made you think about the need
for saving electricity
The ad/advertisements made you think about the value
of switching off light when it is not needed
The ad/advertisements made you think that energy
conservation is the need of the time
The advertisement made you to think about saving
electricity for future generation
The ad/advertisements made you to take steps for saving
electricity
The advertisement made you to search more about methods
to conserve electricity

Not No
at all
1
2

Yes

Definitely

4. What is your opinion about the advertisement?

Thank you