In the last 10 years, the use of dietary supplements has increased dramatically. Due to consumers’ willingness to take better care of their health through preventative measures and the influence of the advertisements in the media, the dietary supplements intake has become widespread in many countries including Taiwan. Thus, it has become important to study “how advertising affects the consumer on consumption of dietary supplements”.
However, reasons for consuming dietary supplements are likely to be complex, with a combination of social, psychological, knowledge and economic factors. In order to formulate more effective advertising strategies, the current study experimentally examines the effects of endorsers, message framing and rewards on consumers’ responses toward the advertisement in terms of ad liking and ad believability, attitude toward advertisement, attitude toward brand, and behavioral intention. Furthermore women are found to be more likely to use dietary supplements than men. Hence, the 2(types of endorser: expert and celebrity endorser) x 2(framing message: positive and negative) x 2(types of reward: intrinsic and extrinsic) between-subject factorial design were conducted with two hundred and forty young female college students in Taiwan as subjects.
The endorsed product in this study is a weight-loss dietary supplement with a fictitious brand name. The results show that the viewers respond differently under different types of endorser, message framing and rewards. A celebrity endorser is perceived as more favorable toward ad liking and ad believability than expert endorser and higher liking and believability of advertisement are found while presenting positive versus negative framings. No effect of rewards is found on consumers’ liking and believability toward dietary supplement advertisement. However, to generate consumers’ responses, endorsers, message framing and rewards are inter-relating each other, especially, respondents present more favorable ad liking when celebrity endorser, positive framing and extrinsic reward are used in combination. Additionally, both ad liking and ad believability are found to have impact on attitude toward advertisement as well as attitude toward brand. Next, attitude toward advertisement is found to have relationship with attitude toward brand and behavioral intention. Finally, attitude toward brand is also found to have significant influence on behavioral intention. Hence, the results of this study can provide as a reference point for academicians for their further empirical validation. These results can also be very useful for marketers to develop and implement their marketing activities to specific customer segment.

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