Introduction
McCracken (1989) said that a celebrity endorser is as “ any individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement” (McCracken, 1989, p. 310). Bergkvist and Zhou made a change to this definition in 2016 and said that “a celebrity endorsement is an agreement between an individual who enjoys public recognition (a celebrity) and an entity (e.g., a brand) to use the celebrity for the purpose of promoting the entity” (Bergkvist, & Zhou, 2016, p. 644).
The main purpose of this assignment is to try and have a clear understanding in how markerters use the concept of celebrity endorsement in order influence consumer behaviour in the direction of the organization, product or brand.
“Consumer Behavior is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and …show more content…
Our most basic need is for physical survival, and this will be the first thing that motivates our behavior. Once that level is fulfilled the next level up is what motivates us.
As shown the diagram there 5 stages in the hierarchy of needs. If the summary isn’t long enough write the 5 stages and explain it. Each individual will move up starting from physiological needs and will eventually move to self-actualization after fulfilling all other stages. What marketers do is try to identify in which stage their product and which stage target market belongs to, this helps them identify the gap between the two (problem). The marketers use celebrity endorsement to bridge the gap between the product and the target markets needs. Celebrity endorsement helps the target market mentally the product can fulfil their
McCracken (1989) said that a celebrity endorser is as “ any individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement” (McCracken, 1989, p. 310). Bergkvist and Zhou made a change to this definition in 2016 and said that “a celebrity endorsement is an agreement between an individual who enjoys public recognition (a celebrity) and an entity (e.g., a brand) to use the celebrity for the purpose of promoting the entity” (Bergkvist, & Zhou, 2016, p. 644).
The main purpose of this assignment is to try and have a clear understanding in how markerters use the concept of celebrity endorsement in order influence consumer behaviour in the direction of the organization, product or brand.
“Consumer Behavior is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and …show more content…
Our most basic need is for physical survival, and this will be the first thing that motivates our behavior. Once that level is fulfilled the next level up is what motivates us.
As shown the diagram there 5 stages in the hierarchy of needs. If the summary isn’t long enough write the 5 stages and explain it. Each individual will move up starting from physiological needs and will eventually move to self-actualization after fulfilling all other stages. What marketers do is try to identify in which stage their product and which stage target market belongs to, this helps them identify the gap between the two (problem). The marketers use celebrity endorsement to bridge the gap between the product and the target markets needs. Celebrity endorsement helps the target market mentally the product can fulfil their