Do celebrities really influence what we buy?

We trust celebrities to market products to us, but only if there is a logical connection between the product and the celebrity. So asserts recent research by Ale Smidts, Professor of Marketing Research at the Rotterdam School of Management, who conducted a combination of behavioral and neurological studies to explore the impact of whats called celebrity expert power on our consumer behavior. The study findings were published on 7 August 2008 in the Social Cognitive and Affective Neuroscience Advance Access. Professor Smidts talks about the findings here.

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