Celebrity Association
Meaning transfers from an admired person to a product and then to its user; the meta-analytic average effect of celebrity endorsement is near zero, and it turns negative when fit is poor or the endorsement is explicit.
An everyday example
A footballer selling insurance; a micro-creator's 'honest' review that is a paid placement.
What it can cost you
Buying the person, not the product; trusting 'authentic' recommendations that are contracts.
Warning signs
- I trust the person, not the product.
- The recommendation is sponsored.
One thing to do
Ask what the endorser knows about the product and how they are paid; evaluate the product as if unendorsed.
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