Testimonial Advertisements and Willingness to Pay: The Role of Gender and Presentation

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Abstract/Contents

Abstract: This paper investigates the impact of video and text testimonials on willingness to pay
(WTP). An experiment is run eliciting WTP for three different ungendered products
where participants see a photo of the product and either a male or female video testi-
monial, a text testimonial, or no testimonial. We find that the female video testimonial
significantly decreases WTP, while the male video testimonial and the text testimonial
have approximately no effect. Additionally, the text testimonial leads to a significantly
higher retention of factual information presented as compared to the video testimonial
treatment. These results support the hypothesis that consumers’ engagement in video
testimonials is more focused on the presenter than the product.

Type of resource	text
Publication date	June 9, 2023

Author	Hilderbrand, Natalie
Advisor	Bernheim, B. Douglas

DOI	https://doi.org/10.25740/tz595ph4402
Location	https://purl.stanford.edu/tz595ph4402

Use and reproduction: User agrees that, where applicable, content will not be used to identify or to otherwise infringe the privacy or confidentiality rights of individuals. Content distributed via the Stanford Digital Repository may be subject to additional license and use restrictions applied by the depositor.
License: This work is licensed under a Creative Commons Attribution Non Commercial 4.0 International license (CC BY-NC).

Preferred citation: Hilderbrand, N. and Bernheim, B. (2023). . Stanford Digital Repository. Available at https://purl.stanford.edu/tz595ph4402. https://doi.org/10.25740/tz595ph4402.

Stanford University, Department of Economics, Honors Theses

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