BIBLIOGRAPHY GARCIA, GUENDALYN...
BIBLIOGRAPHY
GARCIA, GUENDALYN D. APRIL 2012. Perceived Credibility of Celebrity
Endorsers of Over-the-counter (OTC) medicines and its Influence on Health Care
Decision-making of Mothers. Benguet State University, La Trinidad, Benguet.
Adviser: Anna Liza B. Wakat, MDC
ABSTRACT
The study was conducted to: determine the socio-demographic profile of the
respondents; identify the most recalled celebrity endorsers of over-the-counter medicine
advertisements; determine the respondents’ perceptions on the credibility of celebrity
endorsers of over-the-counter (OTC) medicines in terms of the following factors:
trustworthiness, attractiveness and expertise; determine the influence of celebrity endorsers
of over-the-counter (OTC) medicines on the respondents health care decision-making in
terms of acceptability; identify and enumerate other information sources of the respondents
on over-the-counter (OTC) medicines.
The seven celebrity endorsers of over-the-counter (OTC) medicines that the
respondents recalled were John Lloyd Cruz, Manny Pacquiao, Vic Sotto, Robin Padilla,
Lucy Torres, Aga Muhlach and Sharon Cuneta.
Respondents had positive and favorable perceptions on the credibility of the
celebrity endorsers. Computed means for each factor: perceived trustworthiness,
attractiveness and expertise were the indicators for the general credibility of the celebrity
endorsers.
Perceived Credibility of Celebrity Endorsers of Over-the-counter (OTC) medicines and its
Influence on Health Care Decision-making of Mothers
GARCIA, GUENDALYN D. APRIL 2012
With regard to the influence of the celebrity of OTC medicines on the respondents’
health care decision-making, majority perceived that there was no annoying or offensive
about any of the information of OTC medicine advertisements.
Meanwhile, half of the respondents said that the message of the advertisements
were credible.
Moreover, majority claimed that OTC advertisements were relevant and important
to the respondents since it serves as their basis in purchasing medicines.
With the buying decision of the respondents, great majority said that they based on
the medicines they already tried. Also, many of the respondents remembered the OTC
medicines advertisements because they always watch it on TV. Furthermore, majority of
the respondents rely on individual extension services.
The study recommends that advertisers should continue to endorse (OTC)
medicines, since advertisements were people’s basis in buying medicine and it adds
knowledge in taking medicine; advertisers, advertising agencies and communicators may
also consider health practitioners in endorsing over-the-counter (OTC) medicines, since
majority of the respondents depended on individual extension services like personal
doctors, pharmacists, known nurse, family members, friends and relatives; further study
should also be conducted on the influence of the medicine endorsed based on brand, price,
dosage form and other factors that affect the health care decision of consumers; another
study should also be conducted on different products aside from medicines that affect the
credibility of the endorsers and its influence on purchasing of consumers.
Perceived Credibility of Celebrity Endorsers of Over-the-counter (OTC) medicines and its
Influence on Health Care Decision-making of Mothers
GARCIA, GUENDALYN D. APRIL 2012
INTRODUCTION
Rationale
Television is one of the main sources of information aside from other means of
communication. It connects the viewers to reality because of the interaction of images,
motions and sounds features. It can also address a large number of audiences because of
its wide reach.
Televisions turn on for a big part of our daily lives. It does not only provide
knowledge but also entertainment.
Because of the advantages of television, many advertisers consider it as their
primary medium. According to Nelson (1994), television not only added a visual
dimension to commercials; it also added motion. When color came along later, television
as an advertising medium was complete.
Advertising does not only mean sales promotion that some viewers commonly seen
in thousands of commercials. Wells,
et. al. (2006) defined advertising as a complex form
of communication that operates with objectives and strategies leading to various types of
impact to consumer thoughts, feelings and actions.
Advertisements regarding health play a vital role in every viewer’s health care
system. This can increase viewers’ awareness on a certain drug and how it could alleviate
disease. It will also serve as a basis in choosing the right medicine in a particular illness
(Hamel, 2011). In the Philippines, advertisers mostly used celebrities or well-known
figures in sports and entertainment as their salesperson.
Knowing the positive characteristics of the celebrity endorsers is important to
determine his or her credibility that may affect our medicine preferences. Though there
Perceived Credibility of Celebrity Endorsers of Over-the-counter (OTC) medicines and its
Influence on Health Care Decision-making of Mothers
GARCIA, GUENDALYN D. APRIL 2012
are positive sides that could help the viewers, there are many factors that affect decision-
making; it only depends on how individual responds and/or accepts the message of the
advertisements.
In La Trinidad, Benguet, people are exposed to television advertisement about over-
the counter medicines. According to the Municipal Health Office (MHO), health-seeking
behavior of La Trinidad residents is low. Also, a push is needed for a patient to actively
seek for health consultations. Because of lack of interaction with the health provider, this
would limit us with the source of information about medicines.
Thus, it is important to know the perceived credibility of celebrity endorsers of
over-the-counter (OTC) medicines and its influence on health care decision-making of
mothers in La Trinidad, Benguet.
Statements of the Problem
The study aimed to know the perceived credibility of celebrity endorsers of over-
the-counter (OTC) medicines and its influence on health care decisions of mothers in La
Trinidad, Benguet.
Specifically, the study answered the following questions:
1. What is the socio-demographic profile of the respondents?
2. What are the most recalled celebrity endorsers of over-the-counter medicine
advertisements?
3. What are the perceptions of the respondents on the credibility of celebrity
endorsers of over-the-counter (OTC) medicines in terms of the following factors:
trustworthiness, attractiveness and expertise?
Perceived Credibility of Celebrity Endorsers of Over-the-counter (OTC) medicines and its
Influence on Health Care Decision-making of Mothers
GARCIA, GUENDALYN D. APRIL 2012
4. How do celebrity endorsers of over-the-counter (OTC) medicines influence the
respondents on their health care decision-making in terms of acceptability?
5. What are the other information sources of the respondents on over-the-counter
medicines?
Objectives of the Study
The study aimed to:
1. determine the socio-demographic profile of the respondents;
2. identify the most recalled celebrity endorsers of over-the-counter medicine
advertisements;
3. determine the respondents’ perceptions on the credibility of celebrity endorsers
of over-the-counter (OTC) medicines in terms of the following factors : trustworthiness,
attractiveness and expertise;
4. determine the influence of celebrity endorsers of over-the-counter (OTC)
medicines on the respondents health care decision-making in terms of acceptability;
5. identify and enumerate other information sources of the respondents on over-
the-counter (OTC) medicines.
Importance of the Study
Results of the study may serve as a reference and may help advertisers, ad agencies
and communicators in their media planning by knowing the reactions and perceptions of
the respondents regarding the credibility of celebrity endorsers of over-the-counter
medicines; and its influence in their health care decision-making in terms of acceptability.
Furthermore, Local Government Units may use the results in implementing programs
regarding health care services.
Perceived Credibility of Celebrity Endorsers of Over-the-counter (OTC) medicines and its
Influence on Health Care Decision-making of Mothers
GARCIA, GUENDALYN D. APRIL 2012
This could also be used by other students as a basis for formulating the same range
of study.
Scope and Limitation
The study was conducted at Pico and Balili La Trinidad, Benguet on December
2011 to February 2012. The 40 respondents were chosen using purposive sampling method.
The study looked into the perceived credibility of celebrity endorsers of over-the-
counter (OTC) medicines in terms of the following factors: trustworthiness, attractiveness
and expertise; the most recalled celebrity endorsers of over-the-counter medicine
advertisements; and its influence on health care decision-making in terms of acceptability
and other information sources of the respondents on over-the-counter (OTC) medicines. It
only focused on the celebrity endorsement through television. Also, it did not include other
over-the-counter (OTC) products such as vitamins and dietary supplements.
With regards to health care decision-making of the respondents, the factors that
affect their buying of medicine were limited to the influence of celebrity endorsers.
REVIEW OF LITERATURE
Television Advertising
When manufacturers, retailers, distributors and producers of goods and services
are ready to market their products or create awareness about their goods and
Perceived Credibility of Celebrity Endorsers of Over-the-counter (OTC) medicines and its
Influence on Health Care Decision-making of Mothers
GARCIA, GUENDALYN D. APRIL 2012
services, one popular
advertising medium is television (Ejim, 2011). Through television,
the advertiser can influence a great number of people at one time (Gomez
et. al., 1986).
Also, it is a strong sales medium because a larger measure of personal salesmanship
can be possible with it than with other media. Through the use of product demonstration
and the conviction properties of visual pictorialization, the television advertiser enjoys
many of the great advantages of personal salesmanship (Miranda, 2000). It works like the
movies: it tells stories, engages the emotions, creates fantasies and has great visual impact
(Wells
et. al., 2006).
Miranda (2000) added that, in television the prospective costumer is afforded the
opportunity to see the advertised products as if he is viewing the actual ones. Thus, he gains
a good insight about such products through sight, sound and motion.
Recalled Endorsers
According to the study conducted by Mehta and Purvis (1995), recall is believed to
be a more stringent measure of attention-getting power and memorability of an
advertisement than claimed recall. Respondents were asked about 15 selected
advertisements in the test magazine by using brand cue. As to the results, the total number
of advertisements recalled was significantly influenced by 2 out of the 5 advertising
attitudes: those related to the enjoyment of advertising and the informational value of
advertising. Significantly, more respondents who claimed to like to look at
advertising recalled more advertisements (25%) than those who do not like to look at
advertisements (17%).
Credibility of the Source of Information
Perceived Credibility of Celebrity Endorsers of Over-the-counter (OTC) medicines and its
Influence on Health Care Decision-making of Mothers
GARCIA, GUENDALYN D. APRIL 2012
The findings of Ohanian (1990) revealed that credible sources are more persuasive
than are sources of low credibility. Marketing and advertising practitioners share the belief
that a communicator’s character has a significant effect on the persuasiveness of the
message. Therefore, in her study, the hypothesized dimensions of celebrity endorsers’
credibility are the three dimensions of expertise, trustworthiness and physical
attractiveness.
Expertise. Basis of credibility of a
person who is perceived to be knowledgeable in
an area
or topic due to his or he
r study, training, or experience in the subject matter
(Business’ Dictionary, 2011).
The perception a consumer has a salesperson’s expertise reflects the recognition of
relevant competencies associated with the goods or service transaction which is usually
demonstrated by the salesperson through their acquired knowledge (Crosby
et. al., 1990).
Trustworthiness. The trust paradigm in communication is the listener’s degree of
confidence in and level of acceptance of, the speaker and the message. Trustworthiness of
celebrity communicator is an important construct in persuasion and attitude-change
(Ohanian, 1990). Also, it is the confidence that the consumer has in the celebrity regarding
honesty and objectivity (Escalada, 2008).
Attractiveness. According to Morrow (1990) as cited by Price and Murray (2009), physical
attractiveness has been the degree to which one’s physical and facial image elicits favorable
reactions from others.
Perceived Credibility of Celebrity Endorsers of Over-the-counter (OTC) medicines and its
Influence on Health Care Decision-making of Mothers
GARCIA, GUENDALYN D. APRIL 2012
Further, Patzer (2002) stated that it is the degree to which a person’s face is pleasing
to observe and is determined through a consensus of judges
From previous researches, it has been proved that an endorser that appears attractive
has a greater chance of enhancing the memory of the brand that he/she endorses (Roll,
2011).
In the Philippines, celebrity endorsers are mostly movie actors and actresses
(Escalada, 2008). Celebrity endorses continue to be a potent influence in consumer
purchases, as a study conducted by Market Research consulting company, Synergy
business consultancy revealed that 67% of the respondents bought a product or availed of
a service due to a celebrity endorser. Topping the most credible celebrity endorsers in 2010
are Manny Pacquiao, Venus Raj and Vicky Belo (Manila Bulletin, 2010).
When it comes to over-the-counter (OTC) medicine advertisements endorsed by
celebrities, Capuyan (2010) has shown that Sharon Cuneta as endorser for
Tempra obtained
the highest score for credibility (6.74 points), followed by Aga Mulach for
Solmux (6.69
points), Maricel Soriano (6.63 points), John Lloyd Cruz for his
Biogesic commercial (6.59
points), Lucy Torres- Gomez (6.48 points) for her
Ascof endorsement, and Manny Pacquiao
for
Alaxan (5.72 points). Apparently all the selected celebrity endorsers were perceived as
credible.
Still, survey results show that in addition to TV commercials, pharmacy clerk in
procuring medicines impact on consumers than other kinds of advertising media. It
noteworthy that, once the staff recommended a certain drug to consumers, 74% consumers
will receive the views of staff, which indicates that staff in the drug consumption can play
Perceived Credibility of Celebrity Endorsers of Over-the-counter (OTC) medicines and its
Influence on Health Care Decision-making of Mothers
GARCIA, GUENDALYN D. APRIL 2012
a big role (Free Papers Copyright, 2010).
In Italy, recent reforms have guaranteed lower prices and wider access to
medications by authorizing hypermarkets and supermarkets to dispense over-the-counter
(OTC) drugs. However, the ability of such retailers to deliver value to consumers seems to
be mainly determined by the extent to which they are perceived as credible health care
providers and by the image they transmit to their custome
rs (Guido et. al.,2011).
Influence on Decision-making
Advertising becomes controversial when questions arise about how it influences
people and whether that is a good thing. Some say they hate it and it makes us do things
we don't really want to do. Others see to it as a fashion guide or as entertainment with good
jokes, great music and fascinating images (Wells
et. al., 1992).
According to Gomez
et. al. (1986), advertising is an aid to manufacturers,
wholesalers and retailers in the process of marketing commodities to a greater number of
consumers. It touches and influences the lives of practically every man, woman and child.
Belch and Belch (1993) stated that the consumers' decision process is generally
viewed as consisting of steps or stages through which the buyer passes in purchasing a
product or service. Decision-making process also involves a number of internal
psychological processes. These personal processes such as motivation, perception, attitude
formation, integration, and learning are important to advertising and promotional planners
as they influence the general decision-making process of the costumer.
In the research conducted by Jain (2008) among housewives in India, almost 80%
of the participants felt that celebrity endorsement does not affect their purchase decision.
A few further stated that it depends at time on what the product being advertised. Most of
Perceived Credibility of Celebrity Endorsers of Over-the-counter (OTC) medicines and its
Influence on Health Care Decision-making of Mothers
GARCIA, GUENDALYN D. APRIL 2012
the respondents claimed that just because there is a celebrity endorsing a particular product,
they (respondents) will not buy it. The product has to be good and useful to the consumer
and then only will they go and purchase the product being advertised.
When it comes to health care decision, mothers are the primary health care decision
makers for their families (Blackburn, 2009) and they are more likely to be the care givers
when a family gets ill (United States Department of Labor).
In addition, results show that personal factors are shaped by social environment
especially family and doctors. However, urban and rural residents were found active
communicators as shown by how they seek, screen, compare, store and analyze own
opinions with others. As they processed health information, perceived barriers such as the
cost and effectiveness were found influential in affecting health care decisions (Brillante
and Mallari, 2010).
Moreover, perceived effectiveness, familiarity with the name or brand and safety
of the medicine influenced decisions when buying an OTC medicine. Almost all
respondents reported that knowledge of effectiveness of OTC medicines was based on
previous use. If there was no scientific evidence from drug trials to support effectiveness
of a product, but it would not cause harm, two-thirds would still try the product. Over 70%
'agreed/strongly agreed' that people should be able to decide for themselves what OTC
medicine they want, irrespective of scientific evidence (Hanna and Hughes, 2011).
According to Babu (2008), there are eleven factors that affect the selection of OTC
drugs among the people of Bangladesh. The factors are (i) Company's promotional activity,
(ii) Past experience with the drugs, (iii) Company and brand image, (iv) Safe to use, (v)
Level of education, (vi) Preference of brand name over the generic name, (vii) Distrust
Perceived Credibility of Celebrity Endorsers of Over-the-counter (OTC) medicines and its
Influence on Health Care Decision-making of Mothers
GARCIA, GUENDALYN D. APRIL 2012
over the physicians, (viii) Prior assumption of physician's prescription, (ix) Information on
the label and package, (x) Side effect of the selected drug and (xi) Awareness about the
medicines.
Other Sources of Information
Belch and Belch (1993) pointed that the initial search effort often consists of an
attempt to scan information stored in the memory to recall past experiences and/or
knowledge regarding various purchase alternatives. For many routine and repetitive
purchases, previously acquired information that is stored in the memory may be sufficient
for comparing alternatives and making a choice.
On the other hand, in external search, consumers are required to go outside the
confines of their mind to acquire information. External sources of information include:
personal source such as friends, relatives or co-workers; commercial or marketer controlled
sources such as information from advertising, salespersons, or point-of-purchase displays
and materials; public sources, including articles in mass media publications such as
magazines or newspapers or reports on television programs; and personal experience such
as actually handing, examining of testing the product (Belch and Belch, 1993).
Consumer surveys show that friends and acquaintances are the most common
source of consumer knowledge (Maynes, 1976).
Further, OTC drug consumer information has four sources: personal sources, such
as family, friends, neighbors and acquaintances. Commercial sources, such as advertising,
salesmen, distributors, packaging, displays. Public sources, such as the mass media,
consumer assessment of the organization. Source of experience, such as the use of the
product (Free Papers Copyright, 2010).
Perceived Credibility of Celebrity Endorsers of Over-the-counter (OTC) medicines and its
Influence on Health Care Decision-making of Mothers
GARCIA, GUENDALYN D. APRIL 2012
Operational Definition of Terms
a. Perception- the impressions of the respondents on the credibility of celebrity
endorsers of over-the counter (OTC) medicines.
b. Source credibility- used to imply communicators’ positive characteristics that
affect the receiver’s acceptance of a message (Ohanian, 1990).
c. Over-the-counter (OTC) medicines- these are medicines that may be sold directly
to a consumer wit
hout a prescription from a healthcare professional.
d. Acceptability- Does message contain anything offensive or distasteful? Does the
message contain anything false? Does it contain annoying elements? (Librero
et. al., 1997)
METHODOLOGY
Locale and Time of the Study
The study was conducted in Pico and Balili, La Trinidad, Benguet (as shown in
Figure 1). The municipality of La Trinidad is the capital town of Benguet Province. It is
the most relatively developed settlement in the Province of Benguet because of its
proximity to the City of Baguio (Physical Profile of Municipality of La Trinidad).
Perceived Credibility of Celebrity Endorsers of Over-the-counter (OTC) medicines and its
Influence on Health Care Decision-making of Mothers
GARCIA, GUENDALYN D. APRIL 2012
Pico and Balili are considered urban areas and the largest share of its land use are
for residential. Pico has a lot area of 329.36 hectares while Balili has 119.02 hectares. The
two barangays are also the most populated barangays among the top four. Pico has a
population of 16,577 while Balili has 16,734 (NSO, 2007).
Each barangay is provided with a health center. Aside from the available medicines
in the health center, there are many accessible drugstores in La Trinidad. There are 17
drugstores located at Pico; six at Balili; three at Betag and three at Poblacion for a total of
29 drug stores (Legal Office of the Municipality of La Trinidad).
The two barangays were chosen because it was observed that television is
considered as one of their sources of information and entertainment and they have greater
access to over-the-counter (OTC) medicines.
The study was conducted on December 2011 to February 2012.
Respondents of the Study
The 40 mother-respondents of the study were divided to two barangays of La
Trinidad; therefore, there were 20 each from the two barangays.
They were chosen using purposive sampling method. The criteria in choosing the
respondents were: they should be television viewers and have watched celebrity endorsed
Perceived Credibility of Celebrity Endorsers of Over-the-counter (OTC) medicines and its
Influence on Health Care Decision-making of Mothers
GARCIA, GUENDALYN D. APRIL 2012
Figure 1. Map of La Trinidad showing the location of the study advertisements on over-
the-counter (OTC) medicines.
Data Collection
The researcher used interview schedule for the implementation of the study. The
questions were translated into highland Iloco in order to facilitate understanding between
the researcher and the respondents.
Perceived credibility in this study is composed of three underlying dimensions by
Ohanian (1990): perceived expertise, trustworthiness and attractiveness.
Perceived Credibility of Celebrity Endorsers of Over-the-counter (OTC) medicines and its
Influence on Health Care Decision-making of Mothers
GARCIA, GUENDALYN D. APRIL 2012
Data Gathered
The data gathered were the socio-demographic profiles of the respondents, their
perceptions on the credibility of the celebrity endorsers of over-the-counter (OTC)
medicines in terms of the following factors: trustworthiness, attractiveness and expertise;
the most recalled celebrity endorsers of over-the-counter medicine advertisements;
influence of advertisements to their decision-making in terms of acceptability and other
information sources of the respondents on over-the-counter (OTC) medicines.
Data Analysis
The data and information were tabulated, compiled and analyzed using percentages,
frequency counts, means and ranks. Descriptive analysis was applied on this study.
Perceived Credibility of Celebrity Endorsers of Over-the-counter (OTC) medicines and its
Influence on Health Care Decision-making of Mothers
GARCIA, GUENDALYN D. APRIL 2012
RESULTS AND DISCUSSION
General Characteristics of the Respondents
Table 1 presents the general characteristics of the respondents in terms of age, tribal
affiliation, religious affiliation, educational attainment, family size and occupation.
Many (45%) of the respondents belonged to the age range of 20-29. Each of the
25% belonged to 30-39 and 15% fell under age bracket of 50-60. Majority (60%) were
Kankanaeys while 25% were Ilocano and the rest were Ibaloi, Ifugao and Tagalog.
For the respondents’ religious affiliation, half (50%) were Roman Catholic; 22%
were Anglican; 20% were Pentecostal and 17.5% were either Iglesia ni Cristo, Baptist or
Jehova’s Witnesses.
Majority of the respondents (85%) were unemployed (housewives). The rest were
either employed (government employees and manager) or self-employed (store owner).
In terms of family size, majority of the respondents (52.5%) of the respondents had
a family size of 5-7 members. For educational attainment, majority (57.5%) of the
respondents reached college; 17.5 % were high school; 15% finished elementary and 10%
took vocational courses.
The result shows that majority of them were literate to understand information
about over-the-counter (OTC) medicine advertisements on television.
Most Recalled Endorsers
Table 2 shows the seven celebrity endorsers of over-the-counter (OTC) medicine
advertisements that the respondents recalled (pictures shown in Plate 1). Great majority
(95%) recalled John Lloyd Cruz as endorser of
Biogesic. He is a TV and movie actor, TV
Perceived Credibility of Celebrity Endorsers of Over-the-counter (OTC) medicines and its
Influence on Health Care Decision-making of Mothers
GARCIA, GUENDALYN D. APRIL 2012
Table 1. General characteristics of the respondents
CHARACTERISTICS
FREQUENCY
PERCENTAGE
(n=40)
(%)
Age
20-29
18
45
30-39
8
20
40-49
6
15
50-60
8
20
TOTAL
40
100
Tribal Affiliation
Kankanaey
24
60
Ilocano
10
25
Ibaloi
3
7.5
Tagalog
2
5
Ifugao
1
2.5
TOTAL
40
100
Religious Affiliation
Roman Catholic
20
50
Anglican
9
22.5
Pentecostal
4
10
Others 7 17.5
TOTAL
40
100
Occupation
Unemployed
34
85
Employed
3
7.5
Self-employed
3
7.5
TOTAL
40
100
Family Size
2-4
14
35
5-7
21
52.5
8-11
5
12.5
TOTAL
40
100
Educational Attainment
Elementary Level
6
15
High School Level
7
17.5
College Level
23
57.5
Vocational
4
10
TOTAL
40
100
Perceived Credibility of Celebrity Endorsers of Over-the-counter (OTC) medicines and its
Influence on Health Care Decision-making of Mothers
GARCIA, GUENDALYN D. APRIL 2012
Table 2. Most recalled celebrity endorsers of OTC medicine advertisements
CELEBRITY
FREQUENCY
PERCENTAGE
(N=40)
(%)
John Lloyd Cruz
38
95.0
Manny Pacquaio
33
82.5
Vic Sotto
21
52.5
Robin Padilla
17
42.5
Lucy Torres
5
12.5
Aga Mullach
3
7.5
Sharon Cuneta
3
7.5
*Multiple responses
model and occasionally host. He continues to be an endorser of
Biogesic and
Biogesic for
kids, specifically for pain reliever and fever reducer. Also, he is presently endorsing
Greenwich Pizza, Bear Brand Milk, Lucky Me, Magic Flakes and others. Moreover, he was
awarded as one of the most powerful celebrity in the Philippines and consistently awarded
as most admired TV personality of ANAK TV seal.
This was followed by Manny Pacquiao as endorser of
Alaxan (82.5%), a pain
reliever, particularly for muscle pain. He is a professional world boxing champion, actor,
music recorder and politician. He was elected to the House of Representatives in the 15th
congress of the Philippines, representing the province of Sarangani. He continues to be an
endorser of
San Miguel Beer (SMB), Vitwater, Talk N’Text, HP touchpad and cellphone
and others. Next was Vic Sotto, endorser of
Solmux, a cough expectorant (52.5%). He is
an actor, TV host, comedian and film producer working for GMA Network and stars on
Perceived Credibility of Celebrity Endorsers of Over-the-counter (OTC) medicines and its
Influence on Health Care Decision-making of Mothers
GARCIA, GUENDALYN D. APRIL 2012
1. John Lloyd Cruz 2. Vic Sotto
2. Manny Pacquiao
4. Robin Padilla
5. Lucy Torres-Gomez
7. Sharon Cuneta
6. Aga Muhlach
Plate 1. Pictures of the most recalled celebrity endorsers of OTC medicines
Perceived Credibility of Celebrity Endorsers of Over-the-counter (OTC) medicines and its
Influence on Health Care Decision-making of Mothers
GARCIA, GUENDALYN D. APRIL 2012
noon time variety show Eat Bulaga! He won three consecutive titles for Philippine Box
Office King and best actor in Comedy Series. At present, he is a known endorser of
Solmux
and Tide.
Fourth was Robin Padilla who endorsed
Tuseran, a cough expectorant
. He is a film
director, screen writer, producer, martial artist and actor. He is active in television series
program and known for his
Liveraid, Revicon and Talk N’ Text advertisements.
The rest were Lucy Torres-Gomez with
Ascof Lagundi Syrup for children (cough
expectorant). She is a known as wife of actor Richard Gomez. Also, she is a TV host,
celebrity designer and a politician. She was elected as Representative of the 4th District of
Leyte in 2010. One of her popular commercial was the
Champion Detergent. Then, Aga
Muhlach with
Solmux. He is a known award winning actor, producer, and product
endorser. He is also a long time commercial endorser for the Jollibee fast food chain.
Lastly, Sharon Cuneta with
Tempra Paracetamol for children (fever reducer). Sharon is a
popular and multi-awarded singer, actress and TV host. She is also popular in the field of
advertising, where she is one of the highest paid and most effective Filipino celebrity
endorser. Moreover, she has a long list of endorsement from fast food chain to bank, from
make-up line to electronics and from ice cream to tele-communication Company.
Perceived Credibility of Celebrity Endorsers
of OTC Medicine Advertisements
Shown in Table 3 are the perceived credibility of the celebrity endorsers of over-
the-counter (OTC) medicine advertisements in terms of trustworthiness, attractiveness and
expertise.
John Lloyd Cruz. Among the 38 respondents who recalled
John Lloyd Cruz as
Perceived Credibility of Celebrity Endorsers of Over-the-counter (OTC) medicines and its
Influence on Health Care Decision-making of Mothers
GARCIA, GUENDALYN D. APRIL 2012
Table 3. Perceived credibility of celebrity endorsers of OTC medicine advertisements
FACTORS (N=40)
ENDORSERS
Trustworthiness Attractiveness
Expertise
General
Credibility
# %
# %
# %
(mean)
John Lloyd Cruz
30 78.9 33 86.8
36
2.61
(n=38)
94.7
Manny Pacquiao 27 81.2 24 72.7
29
2.42
(n=33)
87.9
Vic Sotto
16 76.2 17 81
18
2.43
(n=21)
85.7
Robin Padilla
10 62.5 14 87.5
15
2.44
(n=16)
93.8
Lucy Torres
3 60
3 60
3 60
1.8
n= (5)
Aga Mullach
3 100
3 100
3 100 3
n=(3)
Sharon Cuneta
3 100
3 100
3
3
n=(3)
100
*Multiple responses
Perceived Credibility of Celebrity Endorsers of Over-the-counter (OTC) medicines and its
Influence on Health Care Decision-making of Mothers
GARCIA, GUENDALYN D. APRIL 2012
endorser of
Biogesic, 30 or 78.9% perceived that he was trustworthy. Majority claimed that
it was because in the experience of the respondents on the medicine he endorsed was
effective. Also, they claimed that he was a well-known celebrity, had a good image in TV
Industry and respondents felt that he himself tried the medicine he endorsed. While the
21.1% claimed that they did not believe in him, he was just after his endorsement fee and
claimed that the medicine he endorsed was not effective.
Moreover, 33 or 86.8% of the respondents claimed that he was attractive because
he was good looking and good in acting while the remaining 5 respondents or 13.2%
perceived that he was not appealing and that they did not know him personally.
In terms of expertise, great majority (94.7%) claimed that he was a qualified
endorser, knowledgeable, good actor and had a good image, and respondents felt that he
himself tried the medicine he endorsed. Meanwhile, two respondents perceived that he was
not expert since he was not a medical practitioner and that they did not know him
personally.
Manny Pacquiao. Out of the 33 respondents, 27 or 81.8% perceived that he was
trustworthy while only 6 or 18.2% said that he was not trustworthy. Among the 27, majority
of them reasoned out that the medicine he endorsed was effective. Most of them said that
it was in line with his boxing career and he was knowledgeable. While some perceived that
the medicine he endorsed was not effective and they did not believe in him.
Also, 72.7% perceived that he was attractive as endorser of
Alaxan because he was
a well known celebrity and a boxer and the product he endorsed was appropriate in him.
While the two respondents specified that he had a pleasing personality. On the other hand,
27.3% reasoned that he was not good looking, not good in acting and annoying with the
Perceived Credibility of Celebrity Endorsers of Over-the-counter (OTC) medicines and its
Influence on Health Care Decision-making of Mothers
GARCIA, GUENDALYN D. APRIL 2012
way he talked.
During the interview, many (87.8%) perceived that he was an expert in endorsing
Alaxan since it was in line with his boxing career, he himself tried the product and he was
knowledgeable. Meanwhile, few claimed that he was not using the medicine he endorsed
because he might have preferred expensive medicine and had health consultants. Also,
they claimed that he was not a medical practitioner and cannot act well.
Vic Sotto. The 16 (76.2%) respondents who claimed that he was trustworthy
reasoned out that the medicine he endorsed was effective and he already established a good
image in TV industry. While the 23.8% said that they did not believe in him and as a
comedian, he did not look sincere with the information he is sharing or introducing.
Majority (81%) of the respondents perceived that they were attracted to
Vic Sotto
because he had a good name and as endorser of
Solmux; he was a well known actor and
good looking
. While among the four respondents, three claimed that they were not his
fanatics and only one said that he was too old to endorse the medicine.
Further, 85.7% or 21 perceived him to be expert because he endorsed the medicine;
he already established a name in TV industry; tried the medicine he endorsed and he was
confident and knowledgeable. On the other hand, others perceived that he was not expert
because he was not a medical practitioner and he was a comedian.
Robin Padilla. Out of the 16 respondents, 10 or 72.3% who perceived that he was
trustworthy because of the effective past experience of the respondents on the medicine he
endorsed; he was also knowledgeable and a known celebrity. While some (37.5%)
perceived that he may be just after his endorsement fee and only one perceived that his
commercial was exaggerated.
Perceived Credibility of Celebrity Endorsers of Over-the-counter (OTC) medicines and its
Influence on Health Care Decision-making of Mothers
GARCIA, GUENDALYN D. APRIL 2012
Of the 16 respondents, only two of them perceived that he was not attractive as
endorser since he was not using the medicine he was endorsing while the rest claimed that
he is pleasing, a good actor and famous.
Also, only one said that he was not an expert because he was not believed to be
using the medicine he endorsed while almost all of them perceived that he was an expert
since he was knowledgeable and the medicine he endorsed was effective.
Lucy Torres. Among the 5 respondents who recalled her as endorser of
Ascof-
Lagundi Syrup for children, three perceived that she was trustworthy because of being a
mother and upon effective experience of the respondents on the medicine she endorsed.
While each of the two respondents claimed that she may be after her endorsement fee and
she herself never tried the medicine she endorsed.
Also, three perceived that she was attractive and expert as endorser of medicine for
children since she was also a mother and knowledgeable. While the two claimed that she
might not probably using the medicine she endorsed and did not have a good image.
Aga Muhlach. All of the three respondents who recalled
Aga Mullach as endorser
of
Solmux perceived that he was trustworthy since he endorsed a credible or trusted
medicine. In addition, he was attractive because he was good looking and knowledgeable.
Moreover, he was believed to be expert because he was knowledgeable and he tried the
medicine himself.
Sharon Cuneta. All of the three respondents who recalled
Sharon Cuneta as
endorser of
Tempra Paracetamol for children perceived that she was trustworthy because
of the effective experience of the respondents on the medicine and she was a mother and
had a good name in TV industry. She was perceived to be attractive because she was a
Perceived Credibility of Celebrity Endorsers of Over-the-counter (OTC) medicines and its
Influence on Health Care Decision-making of Mothers
GARCIA, GUENDALYN D. APRIL 2012
mother and good actress. Again, they perceived her as expert as a mother who probably
have used the medicine to her children.
General credibility of the celebrity endorsers underlies in the mean of all three
attributes namely: trustworthiness, attractiveness and expertise. Sharon Cuneta and Aga
Muhlach obtained the highest score of credibility (3 points), followed by John Lloyd Cruz
(2.61 points), Robin Padilla (2.44 points), Vic Sotto (2.43 points), Manny Pacquiao (2.42
points) and Lucy Torres with 1.8 points.
Result shows that the trustworthiness of the over-the-counter (OTC) medicine
advertisements did not depend on the celebrity endorsers alone but with the effect of the
medicine they endorsed. Also, few of the respondents directly perceived that the celebrity
endorser was sincere and honest.
Moreover, the finding shows that attractiveness had something to do with the
credibility of the celebrity endorsers. The medicine they endorsed and the advertisement
as a whole become attractive because the endorsers were pleasing or good looking and
good in acting.
When it comes to expertise, it shows that celebrity endorsers were perceived to be
experts as endorser of over-the-counter (OTC) medicine. Also, perceived expertise of the
respondents was based on the celebrity endorsers’ experienced on the medicine they
endorsed and their skills.
Influences on Health Care
Decision-making of the Respondents
Acceptance of the information. The perceptions of the respondents on the
acceptance and credibility of the OTC medicine advertisements information are presented
Perceived Credibility of Celebrity Endorsers of Over-the-counter (OTC) medicines and its
Influence on Health Care Decision-making of Mothers
GARCIA, GUENDALYN D. APRIL 2012
Table 4. Acceptability of OTC medicine advertisements information
CRITERIA
FREQUENCY PERCENTAGE
(N=40) (%)
Message has annoying/offensive elements
8
20
Message has no annoying/offensive elements
32
80
TOTAL
40 100
Message is credible
20
50
Message is not credible
20
50
TOTAL
40 100
*Multiple responses
in Table 4
. It shows that 80% of the respondents perceived that there was no annoying or
offensive information about any of the over-the counter (OTC) medicine advertisements.
While the 20% claimed that the advertisements presents exaggerated in some of the
information and actions of the endorsers. Also, many brands were effective and cheaper
than those advertised medicines. Also, they claimed that celebrity endorsers probably did
not use the medicine they endorsed and OTC medicine` advertisements were bad
propaganda because it was just for business.
It also shows that half (50%) of the respondents perceived that the message of the
advertisements was credible. They claimed that it was based on the experience of the
respondents on the medicine endorsed and proven to be effective by heath practitioners.
One store owner claimed that the medicines endorsed were leading because it is in demand.
Others claimed that it is for trial if it is effective and one said that she was not taking
medicine.
On the other hand, 50% perceived that the message of the advertisements was not
credible because they only purchased medicines based on its effects, past
Perceived Credibility of Celebrity Endorsers of Over-the-counter (OTC) medicines and its
Influence on Health Care Decision-making of Mothers
GARCIA, GUENDALYN D. APRIL 2012
experiences and Table 5. Influence of celebrity endorsers on purchasing OTC medicines
CRITERIA
FREQUENCY PERCENTAGE
(N=40) (%)
Message is relevant to buying decision
26
65
Message is not relevant to buying decision
14
35
TOTAL
40 100
Remembered ads because of the celebrity
26
65
Remembered ads not because of the celebrity
14
35
TOTAL
40 100
Buy medicine because of the celebrity endorser
4
10
Buy medicine not because of the celebrity endorser 36
90
TOTAL
40 100
*Multiple responses
based on the needed medicine.
Influence of celebrity endorsers on purchasing OTC medicines. Table 5 shows the
influence of celebrity endorsers on purchasing OTC medicines as perceived by the
respondents. Majority (65%) of the respondents claimed that the information or message
gained from the OTC medicine advertisements were relevant and important on their buying
of medicines because it adds to their knowledge and it serves as their basis in choosing
medicine. Others claimed that the information was true and it was for their safety in using
medicines. On the other hand, 35% claimed that they based their buying of medicine on
the prescription of doctors and on the past experienced on the use of the medicine.
Moreover, out of the 65% or 26 of the respondents said that they remembered the
OTC medicine advertisements of the celebrity endorser because they always watched it on
Perceived Credibility of Celebrity Endorsers of Over-the-counter (OTC) medicines and its
Influence on Health Care Decision-making of Mothers
GARCIA, GUENDALYN D. APRIL 2012
TV and celebrity endorsers were famous while from the 35%, said that it was not based on
the celebrity but on the medicine they need.
Further, out of the 40 respondents, 36 of them claimed that commercial endorsers
may not be the bases for consumers to purchase medicine.
This corroborates with the study of Jain (2000) among housewives in India, where
almost 80% of them felt that celebrity endorsement does not affect their purchase decision.
Most of the respondents claimed that even if there is a celebrity endorsing a particular
product, they (respondents) will not buy it. The product has to be effective and useful to
the consumer and then only will they go and purchase the product being advertised.
Other Sources of OTC Medicine Information
Table 6 presents the respondents’ other sources of information about over-the-
counter (OTC) medicine. When it comes to mass media, majority (65%) of the respondents
read posters found in drugstores and in their respective barangay health centers; 57.5%
listened to radio advertisements; 50% were informed through brochures or fliers which
they also acquired from drugstores and health centers; others read newspapers and
magazine advertisements. Also, the seven respondents who acquired information from
pamphlets were graduates of nursing. Exhibits ranked as the lowest with 7.5%, where the
respondents mostly seen in health centers and opening drugstores.
In the case of individual extension services, all of the respondents acquired
information from health practitioners like personal doctors, pharmacists, and acquaintances
who were nurses; 90% acquired information from their family members, relatives and
friends who already tested and tried the medicine. Only 14 of the respondents asked from
their co-Table 6. Other sources of OTC medicines information
Perceived Credibility of Celebrity Endorsers of Over-the-counter (OTC) medicines and its
Influence on Health Care Decision-making of Mothers
GARCIA, GUENDALYN D. APRIL 2012
SOURCES
FREQUENCY
PERCENTAGE RANK
(N=40) (%)
Mass Media
Posters
26
65
4
Radio
23
57.5
5
Brochures/fliers
20
50
6
Newspaper
19
47.5
7.5
Magazine
19
47.5
7.5
Pamphlets
7
17.5
10
Exhibits
3
7.5
12
Individual extension services:
health practitioner
40
100
1
family members
36
90
2.5
relatives and friends
36
90
2.5
co-workers
14
35
9
Group extension services:
training/ seminar
6
15
11
*Multiple responses
workers since majority of the respondents were housewives.
There were six respondents who acquired information through group extension
services. Most of them were graduates of nursing who underwent drug intake training/
seminars while others attended seminars in their barangay health centers.
Perceived Credibility of Celebrity Endorsers of Over-the-counter (OTC) medicines and its
Influence on Health Care Decision-making of Mothers
GARCIA, GUENDALYN D. APRIL 2012
When it comes to other sources of over-the-counter medicine advertisements, most
of the respondents relied on individual extension services: health practitioners, family
members, relatives and friends because according to them when health is concern they rely
on the credible people who are close to them.
The result corroborates the results of Brillante and Mallari (2010) who said that
when it comes to health care decision, personal factors are shaped by social environment
especially family and doctors.
Perceived Credibility of Celebrity Endorsers of Over-the-counter (OTC) medicines and its
Influence on Health Care Decision-making of Mothers
GARCIA, GUENDALYN D. APRIL 2012
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
The study was conducted in two selected barangays of LaTrinidad, Benguet to
determine the socio demographic profile of the viewer of Pico and Balili; identify the top
three most recalled celebrity endorsers of over-the-counter (OTC) medicine
advertisements; determine the respondents perceptions on the credibility of celebrity
endorsers of OTC medicines in terms of trustworthiness, attractiveness and expertise;
determine the influence of celebrity endorsers of OTC medicines on the respondents health
care decision-making in terms of acceptability and identify and enumerate other
information sources of the respondents on over-the counter (OTC) medicines.
Interview schedule was used to gather the data. There are 40 respondents, 20 from
each barangay of Pico and Balili. The respondents were chosen purposively. Majority of
them were Kankanaeys and half of them was Roman Catholic. Many of them had a family
size of 5-7 members and majority of them were housewives and reached college.
Among the 40 respondents, there were seven celebrity endorsers of over-the
counter (OTC) medicines that they recalled. The top three were John Lloyd, Manny
Pacquiao and Vic sotto. The rest were Robin Padilla, Lucy Torres, Aga Mullach and Sharon
Cuneta.
With regard to the respondents’ perceptions on the credibility of the celebrity
endorsers, majority of them answered positive. In terms of trustworthiness, celebrity
endorsers become trustworthy because of the effective experience of the respondents on
the medicine they endorsed. Also, celebrity endorsers are attractive because they are good
looking and good in acting. In the aspect of expertise, the respondents based it on the
Perceived Credibility of Celebrity Endorsers of Over-the-counter (OTC) medicines and its
Influence on Health Care Decision-making of Mothers
GARCIA, GUENDALYN D. APRIL 2012
celebrity endorsers’ experienced, skills and as endorser of the medicine they endorsed.
About the influences of the over-the-counter (OTC) medicine advertisements on
the respondents health care decision making, 80% perceived that there was no annoying or
offensive about any of the OTC medicine advertisement while others perceived that the
advertisement were exaggerated in some of the information and actions of the endorsers.
Out of the 40 respondents, half of them said that the message of the advertisements
was not credible because most of them depend on the past experienced of the medicine.
Majority claimed that OTC advertisements were relevant and important because it was
their basis in buying medicine, it adds to their knowledge about new medicines in the
market and safe intake of medicine.
Also, many respondents remember over-the-counter (OTC) medicine
advertisements because they always watch it on TV. Over all, a great majority of them said
that they based their buying decision on the medicine they already tried not on the celebrity
endorser.
When it comes to other sources of over-the-counter (OTC) medicine
advertisements, most of the respondents rely on health practitioners, family members and
friends because according to them when health is concern they rely on the credible people
who are close to them.
Conclusions
Based on the findings of the study, the following conclusions were derived:
1. Credibility of celebrity endorsers depend on many factors aside from their
attractiveness.
2. The information on the OTC advertisements is influential to healthcare
Perceived Credibility of Celebrity Endorsers of Over-the-counter (OTC) medicines and its
Influence on Health Care Decision-making of Mothers
GARCIA, GUENDALYN D. APRIL 2012
decision-making of consumers.
3. Although, over-the-counter (OTC) medicines are available, consumers still
rely on medical practitioners for advice.
Recommendations
Based on the findings and conclusions, the following were recommended:
1. Advertisers should continue to endorse over-the-counter (OTC) medicines,
since advertisements were people’s basis in buying medicine and it adds knowledge in
taking medicine.
2. Advertisers, advertising agencies and communicators may also consider
health practitioners in endorsing over-the-counter (OTC) medicines, since majority of the
respondents depended on individual extension services like personal doctors, pharmacists,
known nurse, family members, friends and relatives.
3. Further study should also be conducted on the influence of the medicine
endorsed based on brand, price, dosage form and other factors that affect the health care
decision of consumers.
4. Another study should also be conducted on different products aside from
medicines that affect the credibility of the endorsers and its influence on purchasing of
consumers.
Perceived Credibility of Celebrity Endorsers of Over-the-counter (OTC) medicines and its
Influence on Health Care Decision-making of Mothers
GARCIA, GUENDALYN D. APRIL 2012
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Influence on Health Care Decision-making of Mothers
GARCIA, GUENDALYN D. APRIL 2012