Nerd Alert: The Psychology Behind Celebrity Endorsements

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob take a closer look at the impact celebrities have on consumer buying decisions. Plus, they dig into the psychological and biological reasons as to why celebrity endorsements can be so effective.Topics covered:   [00:55] “How Celebrity Status Engaged Direction in Ads Drive Visual Attention to Shape Consumer Decisions” [01:25] Examples of celebrity endorsed products [03:00] Why do celebrity endorsements work? [04:10] Effectiveness is rooted in biology [05:20] Gaze cueing and Gen Z  To learn more, visit marketingarchitects.com/podcast  Resources: D'Ambrogio, Simone & Werksman, Noah & Platt, Michael & Johnson, Elizabeth. (2022). How celebrity status and gaze direction in ads drive visual attention to shape consumer decisions. Psychology & Marketing. 40. 10.1002/mar.21772.  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Om Podcasten

Introducing a research-first podcast that builds revenue, not condos.Answer questions on the biggest marketing trends and news with discussions based in marketing, psychology and economics research. Along the way, learn about marketing accountability, category leadership, brand-building and much more.Featuring a team of experienced marketers whose blueprints for success are marketing strategies actually proven to work.