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..