According to a University of Arkansas research study (in conjunction with Manchester Business School in the United Kingdom), the reason we see so many celebrities in product advertisements and endorsment situations may be that marketers are keenly aware that “a range of consumer-celebrity relationships conspires to allow consumers to form a personal identity that matches who they want to be.” These messages (which can be multiple ads for one product/brand from a celebrity, or even multiple different brands that rely on the same celebrity), “help consumers develop a portfolio of relationships that allow them to function as creators of meaning for themselves.” The study authors call these relationships “celebrityscapes” or “celebrity bricolages.” In other words, if you eat/smoke/drink the same as David Beckham or Brad Pitt, you might also think you emulate their other (mega) more desirable traits, too. In the case that you don’t want to emulate them, but rather are attracted to them, you’re still more likely to purchase those products in some strange psychological attempt to attract that (type of) person into your life. (That is TOTALLY NOT why I would buy anything Brad Pitt’s worn or accidentally grazed.) It’s a little bit magic…yes, but mostly just misspent money.
Link available at http://www.organicauthority.com/sanctuary/how-much-influence-do-celebs-really-have-on-our-purchasing-decisions.html
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