Abstract: In marketing practice，some enterprises will choose a number of celebrity endorsements in one advertisement simultaneously. However, different group endorsement types(the same type of group Vs different types of group) may produce different advertising effects. From the perspective of self-construal theory, the paper examines the effects of multiple celebrity endorsement advertisement on consumer′s advertising attitude: compared to the different types of group endorsement, the same type of group endorsement will bring better advertising attitude. This effect is mediated by consumers′ perceived processing fluency of the advertisement, and is moderated by consumers′ self-construal. Specifically, for the independent self-construal consumers, the same type of multiple celebrity advertising attitude is better; for the associated self- construal consumers, different types of multiple celebrity endorsement attitude is better. The result of the analysis of the eye movement data further supports these conclusions and provides a possible explanation.

Key words: multiple celebrity endorsement, self-construal, processing fluency, advertising attitude