The lure of celebrity endorsements

Fight the urge to look like the latest trendsetters

Posted Apr 12, 2011

In previous postings, I've written about the psychology of eBay and the strategies used in holiday sales. Our purchasing behavior, and how it is shaped by clever marketing, has a significant influence on our feelings of well-being. When we spend too much, especially on things we never intended to buy in the first place, we can get into pretty serious trouble. If retailers now start to tap into our brain waves, it's going to be pretty tough to avoid this insidious stimulation to spend, spend, spend.

A Kate Middleton doll

It's unlikely that Kate will appear on QVC to join in the promotion frenzy (and it's doubtful she ever would), but the notion that the royal arms will be exploited does concern the British. There is actually an etiquette prescribed by "Rule 3.52 of the CAP Code which advises that Royal Arms or Emblems should not be used by marketers without prior permission of the Lord Chamberlain, the senior official in the Royal Household."  Still, marketing mavens will find wily ways to use Kate's image to their advantage.

Advertisers have known for decades that the image of a celebrity, royal or otherwise, can help sell products, especially when the celebrity involved has a reason to claim the status of being an expert.  A study by a team of Dutch researchers headed by Mirre Stallen showed why famous faces sell.  In this study, when young women were exposed to images of shoes paired with faces of celebrities (vs. non-famous women), the areas of their brains involved in processing emotional stimuli were more likely to become activated.  In other words, positive feelings toward celebrities transferred onto positive feelings toward the shoes. Memory for the shoes that were paired with celebrities was also better than for shoes paired with non-celebrities. The participants also said they'd be more likely to buy the shoes associated with a celebrity's face, as long as the shoes were ones the believed the celebrities didn't already own. 

The moral of the story is that as long as celebrities such as Kate Middleton continue to be perceived positively, they'll sell more products associated with their images.  Marketers seem to be aware of this, as indicated by Nike's pullout of ads involving Tiger Woods after his fall from grace. Charlie Sheen seems to be marketing primarily himself; perhaps a profitable strategy in the short-run but not one likely to result in huge endorsement deals from major companies trying to put a positive spin on their product lines.

How can you resist the inner lure of celebrity endorsements? Here are 5 tips:

1. Realize when you're being lured. Don't be drawn into celebrity marketing. The famous faces that adorn ads ranging from cars to makeup are there to draw your emotional reactions. The more you know about how your brain reacts, the better you can resist the attempts by marketers to influence your buying decisions.

2. Don't confuse fame with expertise. Trusted stars such as Sam Waterston, who helps sell TD Ameritrade, aren't really financial planners. You may have liked him on Law & Order, but would you really trust him with your hard-earned savings?

3. Before you make a purchasing decision, turn off your emotions.  Our impulse purchases are usually the ones that get us into trouble.  Make your buying decisions on solid, objective grounds.

4. Do your own research into products. Online retail sites can serve as terrific ways to make wise purchases, especially if they provide consumer ratings of products you plan to buy. Read their advice carefully.

5. Be wary in stores at your point of purchase. Pictures of celebrities aren't limited to ads. As you're making your buying decisions, look around to see whether or not a product you're about to buy was paired with a celebrity face somewhere in the actual store or even on the product itself.

Psychology can help you save money and make wise purchasing decisions as long as you use your brain wisely. Resist emotional advertising even as it threatens to permeate your cortex!

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Copyright Susan Krauss Whitbourne, Ph.D. 2011

Reference:

Stallen, M., Smidts, A., Rijpkema, M., Smit, G., Klucharev, V., & Fernández, G. (2010). Celebrities and shoes on the female brain: The neural correlates of product evaluation in the context of fame. Journal of Economic Psychology, 31, 802-811. doi:10.1016/j.joep.2010.03.006