The review of psychology literature showed that people are conditioned to react positively to celebrity advice and that are subconsciously pushed to follow it to avoid cognitive dissonance and to become more like those celebrities they admire. Celebrity endorsement is an efficient strategy used by marketers. It addresses the consumer need from a psychological angle. In the form of celebrity worship, consumers become over-obsessed with them and can form too much of a connection with them. with a particular product. Celebrity worship for purely entertainment purposes likely reflects an extraverted personality and is most likely a healthy past time for most people. The article reports on an experiment to test the impact of negative publicity on celebrity ad endorsements. This type of celebrity worship … They will associate the celebrities’ success, beauty, athletic skill etc. The extent to which negativity influences attitudes toward a celebrity, and to what degree this influences consumers of high–low involvement and image‐related products is examined. "Celebrity worship" is a term coined by Lynn E. McCutcheon, Diane D. Ashe, James Houran in a series of articles published primarily in the North American Journal of Psychology and a non-peer reviewed working paper series called Current Issues in Social Psychology, the Journal of Psychology and British Journal of Psychology. Consequently, it influences his conduct and decision-making toward the promoted product or brand (Khatri, 2006). Effects of COVID-19 on the Brain; Filipino Responses to COVID-19; The Sweet Smell of Success: Fighting and Body Odor Appeal; What Do Kids, Bankers, and World Leaders Have in Common? It’s a simple psychological effect: Subconsciously people believe that purchasing a product that’s promoted by a celebrity they admire, will allow them to emulate the celebrity’s desired traits or attract similar people into their lives. Consumers often adore celebrities and influencers. Celebrity Endorsement Psychology To conclude there is no doubt celebrity endorsements play a prominent role in the psychology of brand association and influencing consumers. Anxiety, depression, high stress levels, poor body image, isolation, and obsessive-compulsive behaviors: All of these have been linked to celebrity worship syndrome because the patient's energy is focused entirely on someone who may not even know who they are.
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