Are self-endorsed advertisements for unhealthy food more effective than friend-endorsed advertisements?

We examined how the effectiveness of interactive advertising varies according to product type and endorser type. Data were collected from 186 South Korean university students. The results supported our prediction that when people view self-endorsed advertisements for unhealthy food, the enhanced association between the self and the product leads to cognitive dissonance, which then results in self-justification, promoting a positive attitude toward the unhealthy food. We found that the effectiveness of interactive advertising depended on both product and endorser types. Participants exposed to self-endorsed advertisements for unhealthy food had a more positive attitude compared to participants exposed to friend- endorsed advertisements. For healthy food, there was no significant difference between the effectiveness of self-endorsed or friend-endorsed advertisements. Theoretical and practical implications are discussed.