When marketers make use of a well-known, popular celebrity in their advertising campaigns in order to receive instant recognition and status, they are making use of:
A) first impressions.
B) the halo effect.
C) stereotyping.
D) physical appearance.

Question

Quizplus · Accepted Answer

The halo effect is the tendency for individuals to attribute positive qualities to people, products, or brands based solely on their association with a well-known, popular celebrity. Marketers use this effect to their advantage by associating their brand with the positive qualities of the celebrity in order to improve the brand's image and increase sales.

When Marketers Make Use of a Well-Known, Popular Celebrity in Their