To summarize, Rachael Ray’s expertise related to dog care and nutrition is not as extensive as her expertise of human food preparation, and this disparity manifests itself in the quality of her dog food. Whether or not the disparity in expertise for each of her brand extensions affects financial perfor- mance is unknown, partially because financial data for her brands are not available. However, based on prior research in celebrity endorsements, we suspect that for a certain segment of consumers, what matters is not the celebrity’s actual expertise, but rather his/her perceived expertise (Hovland, Janis, & Kelley, 1953; Ohanian, 1991).
总而言之，瑞秋·雷在狗的护理和营养方面的专业知识不如她在人类食物准备方面的专业知识那么广泛，这种差异体现在她的狗粮质量上。她每一个品牌延伸的专业知识差异是否会影响财务绩效，目前还不清楚，部分原因是她的品牌的财务数据不可用。然而，根据先前对名人代言的研究，我们怀疑，对于某一部分消费者来说，重要的不是名人的实际专业知识，而是他/她的感知专业知识（Hovland，Janis，&Kelley，1953；Ohanian，1991）。