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Aug 21, 2024 · Celebrities have a unique ability to capture the public’s attention and influence their behavior. Whether it’s a new fashion trend, a viral dance move, or a political endorsement, celebrities can shape our collective consciousness in ways we may not even realize.
- How Marketing Psychology Influences The Effectiveness of Celebrity Ads
- Does Gen Z Trust Non-Celebrity Ads More?
- What’s Next For Marketing Psychology and Neuroscience Research
“There is this inherent tension in advertising between these ideas that celebrities are there to bolster and endorse the product, yet they are also known to take attention away from the product. Our main question was to untangle those two things: Do people spend a lot of time looking at the celebrity, and does that change their gaze?” said Elizabet...
The researchers said they expected to see more gaze-cueing in celebrity ads and were surprised to find that it was strongest in non-celebrity ads. Another surprise was that study participants rated the non-celebrities as slightly more attractive than the stars. Johnson said those two findings may explain the more recent marketing trend of using ord...
Johnson and Platt have been friends for over 20 years and colleagues for more than a decade. They’ve had countless conversations about neuroscience, with her particular interest in visual cognition and his in social cognition, and together, they lead the Wharton Neuroscience Initiative. Still, they never put their ideas together for a study before ...
Jan 1, 2022 · The review identifies six areas of research on celebrity endorsements (celebrity prevalence, campaign management, financial effects, celebrity persuasion, non-evaluative meaning transfer, and...
Oct 12, 2016 · Celebrities frequently endorse products, brands, political candidates, or health campaigns. We investigated the effectiveness of such endorsements by meta-analyzing 46 studies published until April 2016 involving 10,357 participants.
- Johannes Knoll, Jörg Matthes
- 2017
Jul 4, 2019 · The contributions of this paper consist of a detailed analysis of important types of consumer-celebrity relationships, key emotional drivers (e.g. envy and admiration) of celebrity influence and the development of an original conceptual model.
- Marcela Moraes, John Gountas, Sandra Gountas, Piyush Sharma
- 2019
The influence from celebrities because of their saturation in mainstream media has made revolutionary impacts on fashion, beauty, and lifestyle habits of the general public.
Aug 12, 2024 · This question was examined via a meta-regression by including the standardized difference in perceived credibility between the SMI and the celebrity experimental conditions as a predictor of SMI (vs celebrity) effects on persuasion-related outcomes.
