Have you ever wondered why product companies use celebrities to endorse their products? It’s not just because they are popular. It’s because they know you trust celebrities so much that you believe that everything they are involved with has to be quality and the best product. This is true.
When you see a celebrity, you most likely feel as if you know them personally. In fact, when you see them in public, you’ll want to go out of your way to just take a picture with them, just as I have done severally. We adore this people, and we subconsciously believe whatever they tell us, hook, line and sinker.
With the popularity of TV, movies, magazines, amongst other things, there are more celebrities out there than you can probably count. There are also more still coming. But this default mode of trusting whatever celebrities say or endorse is more rampant than you’d think. The ad companies know this and leverage it for their capitalist friends.
Our brains are wired to recognize and get familiar with people. In the case of celebrities and other popular individuals, we always end up feeling like we know them personally. This make-believe psychology occurs because they are always in our faces. Sometimes, we subconsciously blur the lines between our real friends and those we only know on TV (who don’t even know us).
Hence, when you ask yourself that “why do I trust this celebrity so much”, you should look inwards. The answer is in the workings of the brain. The first point to note is that our brain blurs the lines between reality and make-believe. Which is why we feel we know someone we have never seen in our entire lives. Their faces become so familiar. Hence, when they put their weight behind a product, the brain turns the familiarity neuron into trust. Hence, we tend to accord the same trust and respect we give to those we know to celebrities too.
The high the quality of the celebrity, the more the positive response the product owner will get at the end of the advert. Either it’s through a TV ad, or a mere endorsement on social media, it’s bound to cause an increase in responses the product gets.
This endorsements also vary by industry. For instance, in the beauty industry, we would generally assume that a very beautiful celebrity knows and uses more of the products they endorse than us. Hence, in a bid to be on the same product level with the celebrity, we can go out of our way to get the product. The same goes for athletes who are believed to better understand gears, supplements, etc.
For very popular celebrities that you love, seeing them can cause you to get emotional. Most purchasing decisions are made when the person is emotional. This is the response the ad company wants from you, and the presence of a celebrity on screen can help them elicit this emotions faster.
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