Celebrity endorsements should have no effect at all on how well a product will sell. In fact, these types of testimonials ought to make a consumer extremely cautious about buying that particular product for the following reasons:
* Celebrities are not just regular "folks". For some special reason, whether it be attractiveness, athletic ability, lifestyle or other peculiarity, they stand out from the rest of society. Most consumers are astute enough to realize this. They also realize that because a celebrity endorses a product does not necessarily mean it will have the same effect on everyone.
If Grandma buys makeup endorsed by Lindsay Lohan, she will not end up looking up like the starlet and, at her stage in life, Granny knows this very well.
If Junior buys runners endorsed by Michael Jordan, he will not automatically become a basketball star. Today's youngsters, often gifted by doting parents and relatives, learn this at an early age.
* Celebrities must maintain elegant lifestyles in order to command continuing interest from their fans. These lifestyles are extremely costly. Savvy consumers know very well that celebrities are paid substantial royalties for their endorsements. Being only human, many well-known people can find it very tempting to endorse any mediocre product if it will finance a Caribbean vacation, or a beach house at Malibu.
* Every consumer should take a few minutes to research the background of the celebrity who is currently slogging a product. Chances are you will find that this icon of contemporary society has been involved in multiple affairs and/or marriages, has been charged several times with drug or alcohol offences, has been in and out of rehab programs and has participated in public feuds and displays of temper with current and/or past lovers, family members and friends.
If the celebrity in question was as ordinary as the gal or gal next door, you would probably have crossed them off your Christmas card list and unfriended them on facebook long ago because of their escapades and erratic behavior. Is it sensible now to accept their opinion unquestionably and spend your hard-earned money on something they claim to endorse? Can you even be sure they were stone-cold sober when they made the commercial?
Because of the current recession, most buyers watch every cent they spend to be sure they receive the best value for their hard-earned dollar. When considering the purchase of a new item, it is much more valuable to accept the recommendation or a trusted relative or friend.
Celebrities exist in the rarefied atmospheres of Hollywood, Broadway, and other exotic locations around the globe. Those of us in the real world will seldom agree with their tastes and preferences. Therefore, their endorsements are of little value to the average person. The savvy modern consumer knows this very well..
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