Martin Lindstrom,
author of Brandwashed,
during an appearance
on Allan Gregg
talked about why we buy products
endorsed by celebrities.
In a recent experiment he ran,
he discovered that people are more likely
to buy a pair of shoes
if a celebrity’s photo is merely placed beside it.
Yes, simply the illusion of a celebrity endorsement
is enough to influence our buying decisions.
Why do we do this?
Because
“we fundamentally need a leader
in our lives.”
This is especially true during times
of financial or social uncertainty.
So yes,
celebrity endorsements work.
The celebrity doesn’t have to be
a Hollywood star.
He/she could be anyone
the prospect views as a leader.