Marketing with Celebrities | Opgave

Would you rather buy a sports drink endorsed by the writer of this article, Ed Sztukowski, or one endorsed by football legend Peyton Manning?

Chances are, your opinions aren't as likely to be swayed by average, normal individuals who you know next to nothing about, than by well-know and popular celebrities you've developed opinions and views on.

If your views on a celebrity are positive ones, that in turn makes the brand or product advertised that much more enticing.

At least, that's what advertising executives and marketing leaders are counting on. In fact, nearly 20% of all television commercials feature a famous person, according to entertainment agency the Hollywood Madison Group.

However, not just any celebrity can endorse any product and have that lead to huge sales. There are both positive and negative aspects of using celebrities in advertising, aspects deeply rooted in consumer psychology and behaviorism.

Brand and Commercial

Explanation of Advertisement

Psychological Response Elicited
• An Unconditioned Stimulus:
• A Conditioned Stimulus:
• A Conditioned Response:
• An Unconditioned Stimulus:
• Credibility
• Attractiveness

Questions for Marketing with celebrities

Classical conditioning is a psychological concept based on experiments conducted by Ivan Pavlov in the early 1900s.

Pavlov was examining the salivation rates of dogs in his laboratory, and noticed that when the dogs saw food, they began to salivate more.

As the experiment progressed, Pavlov would ring a bell before dinner to condition the dogs to understand that a dinner bell meant food was on its way.

Soon, Pavlov discovered that even if food wasn't present, when he rung the bell, salivation rates would increase. Pavlov discovered that the dogs created an association between the ringing of the bell and food.

While most advertisers aren't marketing their products to dogs exactly, this process of associative learning is important to understand why consumers create associations between celebrities and brands.

According to “Classical Conditioning and Celebrity Endorsers: An Examination of Belongingness and Resistance to Extinction,” by researchers Brian Till and others, there are three major psychological concepts considered when creating celebrity endorsement campaigns:

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