Bill Cosby, Shaquille O’ Neal, Britney Spears, Oprah Winfrey and other numerous celebrities hold a special credibility that the ordinary person does not. For some reason we put faith and belief into stars such as these, that we would not put into a stranger walking down the street. When I think about stars such as Peyton Manning, I think of them as being charismatic. Peyton Manning is an incomparable person when it comes to thinking about someone you can believe and trust. I have never even met Peyton Manning but I would believe an ad he was in before I would believe an ad that a “nobody” was in. People tend to put more trust in celebrities because they have the credibility that allows us to trust them.
What makes these stars credible? They have a certain personality that they portray on their shows, movies, or even when they give a public speech. They speak with such confidence that grabs our attention and gives them our trust. Companies tend to use celebrities such as Peyton Manning and Steven Tyler because if consumers see such an important person using their product, they will be drawn to use it. Celebrity endorsement brings in millions of dollars for multiple brands that would most likely not be made if a celebrity was not involved.
For a celebrity to be allowed to promote a brand, they have to be a habitual user of the product. So when we see Ronnie from Jersey Shore promoting a weight loss supplement, we are more inclined to use it because we see it working.
When we see a celebrity using a product on television or on a billboard then we can assume that they passed the match up hypothesis. So when I see Ronnie’s commercial I assume that the weight loss company, Xenadrine, believed that Ronnie was a good fit for the brand. If you have ever seen Ronnie, it is clear that he works out religiously and works hard at staying in shape. This makes Ronnie a credible source for Xenadrine.
It is incredible the amount of money celebrity endorsers bring in because of the amount of credibility that consumers give them. I personally give certain celebrities a lot of credibility because of the way they compose themselves and because of what they do to help those around them.
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