If a celebrity sponsors a product does it make you want to purchase the product?

Do companies waste money on paying celebrities to do commercials for their products? It would cost millions less to put together a smart add campaign but companies want celebrities. What do you think?

i will want it less.

We all think we are not attracted by these celebrity ads. There were these studies that questioned the same thing as you are questioning now. They made two identical commercials. The only difference was that on one commercial they put a celebrity, and on the other they put a normal person. They tested it on 1000 people (500 each), and then each person was asked if they would buy the product or not. About 40% of the people that watched the one with the celebrity, said they would buy this product, while 20% of the people who watched the one without the celebrity said they would buy the product. This is because although most people would say that they would not buy the product just because it had a celebrity, it gives them a certain amount of comfort in buying this product (It makes them trust this product), and although most people will not buy anyway, it still makes a difference on those 20% of the people. In the end, most of these ads that cost millions are worth it.
I hope that helped :)

Simple answer:
Companies wouldn't do celebrity endorsement unless there was a solid business case underlying it. They research their ad campaigns extensively, figure out just how much value a celebrity endorsement adds to their brand, and then make a decision on whether they'll get a return on investment.

Long answer:
You have to realise that in developed countries, every single person is marketing themselves to every single other person in the world, 100% of the time. You might say 'Not me - I don't care what other people think' - sorry, but this is a marketing position as you're marketing yourself as a person who doesn't care what other people think.

When you wear a brand, or consume a brand-name item, you're marketing yourself by associating with that brand. Celebrities are carefully picked to match the brand values, and carry out endorsements. Britney Spears doesn't endorse Nike, for instance. But Tiger Woods does. So when a consumer picks up a Nike cap, and wears it out on a golf course, they feel like they are a little bit like Tiger Woods - successful and a great golfer.

Consumers, frankly, act like idiots. The rule-of-thumb test for a consumer is this: a person who is not abnormally stupid, but is of below average intelligence. So they don't stop and rationalise 'why would Britney Spears want to sell me perfume?', they go out and buy a $200 bottle of eau de toilette and think they smell like Britney.

Example. In Australia there's a brand of beer called Pure Blonde. The company spend $2million on flying Paris Hilton out for a single-day photoshoot and publicity event, because just having Paris land at Sydney Airport generated more interest than if they'd spent $5million on advertising. Paris Hilton endorses Pure Blonde, therefore Pure Blonde is like...well, like hanging out with Paris Hilton. Paris Hilton's never drunk a beer in her life!

I personally would not because I don't believe the celebrity actually uses the product. It's a job that they are paid to use, but that's just me.

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