%0 Journal Article %A Chia-Ching Tsai %D 2012 %J International Journal of Economics and Management Engineering %B World Academy of Science, Engineering and Technology %I Open Science Index 66, 2012 %T The Conditioning Effect on Celebrity Multiple Endorsements %U https://publications.waset.org/pdf/9818 %V 66 %X This research adapts experimental design to investigate the effect of conditioning or not and pre-exposure or not on brand attitude, so it is a 2×2=4 factorial design. The results show that the brand attitude of conditioning group is significantly higher than that of unconditioning group. The brand attitude with pre-exposure is significantly higher than that without pre-exposure. Conditioning or not and pre-exposure or not have significant interaction. No matter the celebrity is pre-exposure or not, the brand attitude is higher under conditioning process. %P 1421 - 1425