Celebrity Endorse Scoopies

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What brand of ice cream for children is healthy, natural, full of vitamins, dairy-free, and vegan-friendly? None. Until we created Scoopies. This pitch for Scoopies will point out certain features of our marketing strategy and explain why we made these choices using psychological theory. Supporting research will also be provided to demonstrate why these are effective choices.
Celebrity Endorsement Classical conditioning is when a stimulus becomes related to a response through repetition. These principles are useful in marketing, for example with celebrity endorsers, as consumers can form positive associations between the celebrity and the product so it is more desirable and makes the consumer create more positive associations (Evans, Jamal, …show more content…

The match-up hypothesis is when important characteristics of the endorsers are relevant to the important ideas of the brand (Misra & Beatty, 1990). Research has shown that when the endorser and brand or product fit together, the effects of the endorsement are stronger and more positive on attitudes to the brand and having positive associations with the brand than when there is a not a fit (Misra & Beatty, 1990; Till, Stanley, & Priluck, 2008). This is why we have chosen to use two popular celebrities that are parents and regularly post pictures of their children on social media so that their endorsement matches the brand therefore has more of an impact on the parents. Till et al. (2008) also found that these positive effects due to celebrity endorsement were resistant to extinction meaning that these associations will last even if the social media campaign stops. Baeyens, Crombez, Van den Bergh,

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