Valeria Reddick

A few weeks ago, I did a research on how celebrity influence assists in product/service sales. It makes you ask yourself, “Why do we buy this crap?” I believe it is because “we” are so consumed with Hollywood Stars and what they eat, what they wear and who they are dating. What happens is that celebs are chosen to endorse products based on their own personal assets. For example, take Kim Kardashian and Sketchers’ Shape-Up sneakers. Keep in mind that these sneakers are “supposed” to tone your legs and behind. Now it is no big secret that Kim has, let’s say, a rather large derriere; but because she endorses the sneakers women now think they can wear the sneakers and look like Ms. Kardashian. Think about it: she received her “blessing” from genetics and not sneakers.

A friend of mine immediately went out and brought these hideous looking shoes. Did I mention they are hideous?! After months of wearing the sneakers she experienced the end results: her booty did not grow, a pair of ugly sneakers was added to her shoe collection, and she’s out $50 that could’ve gone into her gas tank. So I ask again, “Why do we buy this crap? It’s simple, because we fall for it! Marketers’ jobs are to “suck us in” by tying a popular celeb to a product, in order to sell the crap out of it. And it works!

I believe that we as consumers subconsciously look for how we can relate to the people around us. It’s all about keeping up with the latest trend, but who better to emulate than those who are in the public spotlight. Now it’s okay to want to be in style with the latest trends and “fit in;” however many of us forget that these people have hundreds of thousands, if not millions of dollars. They can AFFORD IT! This is where we go wrong. A lot of people hurt themselves financially trying to “keep up with the Joneses”. However that is not the concern of most marketers because as long as we are buying, they are accomplishing their job.

What celebrity endorsed products have you bought?

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