Celebrities are likely to be effective when they are credible or personify a key product attribute.

Question

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Studies have shown that celebrities are most effective in advertising when they are perceived as credible or when they personify a key product attribute. This can increase consumers' trust and interest in the product. However, if the celebrity endorsement appears forced or inauthentic, it may have the opposite effect and be less effective.

Celebrities Are Likely to Be Effective When They Are Credible