Celebrity Endorsements in AP Psychology

Definition

Celebrity endorsements refer to when famous personalities promote products or services as part of advertising campaigns. Companies use celebrities' fame and influence to enhance their products' appeal by associating them with positive qualities associated with those celebrities.

Related terms

Brand Image: The overall perception or impression that consumers have about a particular brand, which can be influenced by celebrity endorsements.

Credibility: Refers to the trustworthiness and expertise of the celebrity endorser, which affects how persuasive their endorsement is.

Halo Effect:

This is when consumers transfer positive attributes associated with a celebrity to the endorsed product or brand, even if there is no logical connection between them.