Article Summary The Use of Celebrities to Endorse Products Remains a Popular

Article Summary
The use of celebrities to endorse products remains a popular way for many companies to attract customers and keep their products relevant to their customers. The article discusses five factors that must be examined by a company when choosing a celebrity to endorse its product:
1. The cost of a superstar versus the value of a rising star
2. Finding a good fit between the celebrity and the image of the brand
3. Choosing someone who will promote the brand
4. Identifying valid metrics to measure success
5. The future appeal of the celebrity
Carefully chosen celebrity endorsements have proven to influence customers and enhance a brand's reputation, but as the list indicates, not all celebrities are the right fit for all products.
Source: David Schwab, " Keeping Up With The Evolving World Of Celebrity Endorsement," Forbes, June 27, 2015.
-Refer to the Article Summary above.One explanation for the increase in product sales because of celebrity endorsements is that people seem to receive ________ from goods they believe are popular.

A) more utility
B) diminishing utility
C) greater network externalities
D) increased path dependency