I knew companies hired celebrities for a variety of reasons. Typically celebrities are good looking, and that appeals to us. They are usually well liked and if we like the celebrity and the celebrity like a certain product, then we should also like that product. The surprising thing I learned from my professor during one of his lectures is that celebrity spokesperson makes it feel/seem as though you’re getting the information from a friend. Really? How do we confuse receiving information from a celebrity, someone who is being paid to say whatever the advertisers want, with our friends, people with whom we spend time face-to-face, with whom we converse and share secrets? Talk about memory misattribution at its finest!
The next couple times you see a celebrity spokesperson talking about a specific brand, I want you to stop and think. How does it make you feel? Does it seem as though that information came from a trusted friend?