The results of this study are encouraging in that they indicate the effectiveness in use ofatwo-sided asopposed to one-sided celebrity spokesperson appeal across three distinctlevels. First, ad-related variables such as credibility and effectiveness were significantly enhanced. Significant results for credibility is rare in research of this type, and the findings evident here are consistent with the interpretation that sidedness enhances credibility throughthe identification process of social influence. Moreover, the sponsor received significantly higher ratings on overall quality of service and subjects' revealed a significantly greater intention to use the company to tackle consulting problems. Although the results of the current research are impressive, conclusions as to their relative meaning await a comparison with meanvalues derived from non-celebrity advertisements varying in sidedness andproducttype. This was not the goal of the current study. The research focus here was simply to compare a strategy of two-sidedness in celebrity endorsements with the more traditional one-sided approach. The current study does suggest that sidedness in celebrity endorsements holds great potential for advertisers. Future research should investigate thisissue in greater depth through consideration of other variables such as product type (i.e., a service vs. a product and/or high vs.low involvement product classes); status of endorser (i.e., expert, company president, typical consumer and celebrity); and the variation in importance and number of attributes disclaimed. Finally, advertisers today seem to be keenly attuned to the attributional processes through which subjects infer a spokesperson's reason and rationale for advertising a product (Folkes 1988; Kamins and Assael 1987). The recent use of celebrities in advertising who make the claim that they have never served as a spokesperson before (i.e., George C. Scottfor Renault) is a direct attempt by advertisers to influence consumers' attributional processes. That is, it is hoped that consumers will attribute the celebrity's involvement in the product to his/her firm belief in product quality and service (or other similar attributes) rather than just the monetary reward. Hence, this strategy as outlined above and the use of a twosided communication both have a goal of increasing advertiser credibility. In future research, it would be useful to study theinteractionbetweenthese two strategies as well as the attributional processes which underlie their effectiveness.