Celebrity endorsement dissertation

Celebrity endorsement dissertation

Dec 26,  · Being a celebrity is really nice, isn't it? There are the showbiz parties, the adoration from fans across the world, and of course, more importantly than anything else, there are the MASSIVE We value excellent academic writing and strive to provide outstanding essay writing service each and every time you place an order. We write essays, research papers, term papers, course works, reviews, theses and more, so our primary mission is to help you succeed academically May 01,  · A wide range of innovative marketing initiatives developed by PepsiCo marketing team include “Do Us a Flavor” campaign that involved consumers in 17 countries submitting flavor ideas, development of Lipton Brisk Star Wars game application for mobile phones, and using celebrity endorsement in an innovative manner by attracting a popular

The brain science behind celebrity endorsements: why you can't resist

I have a problem, celebrity endorsement dissertation. Every time I see a celebrity, my first thought is that I know them personally. I have notoriously embarrassed friends, colleagues, and family by walking up, talking up, and even hugging Tom Brady, Denise Richards, Gary Busey, Matthew McConaughey I call him Mattand many others as they awkwardly try to run celebrity endorsement dissertation me.

at a restaurant, as he graciously played along and almost stole a slice of my pizza. It turns out that I am not alone. Our brains were not built for the new-age notion of celebrity. We evolved without TV, movies, gossip magazines, and other mental junk food. Our brains are highly tuned to recognize people, mainly because it was once a life or death decision to determine friend from foe. When we met in the wild, it was critical to remember friendly faces and deadly to forget our enemies.

But that same mechanism for remembering faces is ill-equipped to distinguish between our make-believe friends on TV and our real ones. Advertisers have been exploiting our celebrity neurons for years. The concept of using celebrity endorsements to market products is almost as old as marketing itself. In the s, baseball legend Babe Ruth was one of the first people paid to endorse a brand, Red Rock Cola.

The trend has been going strong ever since, with athletes, musicians, celebrity endorsement dissertation, and actors raking in millions to promote consumer goods. Celebrity endorsement dissertation do celebrity endorsements work? The answer lies in the brain. First, our minds do not do a good job of differentiating between real and make-believe, so celebrities become familiar to us. When a familiar face promotes a product, it makes it seem as if the product itself is familiar, which celebrity endorsement dissertation people more likely to buy it.

And the brain loves familiar faces and lights up when we see one, celebrity endorsement dissertation. The more familiar, such as your mom, the more the brain becomes active. Similarly, through simple transitive properties, an endorsement by a high-quality person makes the product appear high quality.

Endorsements give a product some credentials. We assume a beautiful celebrity knows more about beauty products than we do, celebrity endorsement dissertation athlete knows more about thirst-quenching beverages, and we may even assume that an actor who plays a doctor on TV is knowledgeable about drugs.

Because of the concept of familiarity, seeing a celebrity arouses our emotions. It connects us to the product and makes it memorable. Our emotions, more than any other thing, tend to drive our decisions.

So if you want someone to buy something, you have to appeal to his or her senses. But there are important caveats and limits. An inauthentic endorsement is worse than no endorsement at all. Samsung spokespersons Manny Pacquaio and David Beckham have been caught using other brands of phones. More: How to be a leader: Be like Albert Einstein and embrace your ignorance. More: Here's how you should be dressing for work, celebrity endorsement dissertation.

More: How to avoid regretting a purchase. Partly for these reasons, some research suggests that, as a whole, celebrity endorsement dissertation, celebrity endorsement power has weakened in recent years.

After all, celebrity endorsement dissertation, if the brain treats celebrities as celebrity endorsement dissertation, familiar friends, celebrity endorsement dissertation, it will also treat being burned by a celebrity as if it has been burned by a trusted, familiar friend.

Those types of negative emotions make an impact on our brains and are enormously difficult to overcome. Companies have evolved as a result to engaging celebrities as founders, owners, and shareholders.

In doing so, they better align their brand to the individuals promoting them and allow for greater authenticity. As a consumer, understanding how celebrity influences the brain is a powerful anecdote to their overall impact on your decisions. He is the USA TODAY bestselling author of Breakpoint and Wired for Thought. Follow him on Twitter at stibel.

Celebrity Endorsement

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Synonyms for writing include script, calligraphy, handwriting, scrawl, scribble, chirography, hand, inscription, penmanship and print. Find more similar words at Nov 03,  · A celebrity endorsement increases a company’s sales an average of 4% relative to its competition, and also increases a company’s stock value by %, according to Mar 27,  · Topic Building brand equity through celebrity endorsement: Analysis of the fashion industry Research Aim: Celebrity endorsement is an excellent way to build brand equity. In this dissertation, the same will be discussed concerning the UK