Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob take a closer look at the impact celebrities have on consumer buying decisions. Plus, they dig into the psychological and biological reasons as to why celebrity endorsements can be so effective.

Topics covered:   

• [00:55] “How Celebrity Status Engaged Direction in Ads Drive Visual Attention to Shape Consumer Decisions” 
• [01:25] Examples of celebrity endorsed products 
• [03:00] Why do celebrity endorsements work? 
• [04:10] Effectiveness is rooted in biology 
• [05:20] Gaze cueing and Gen Z  

To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
D'Ambrogio, Simone & Werksman, Noah & Platt, Michael & Johnson, Elizabeth. (2022). How celebrity status and gaze direction in ads drive visual attention to shape consumer decisions. Psychology & Marketing. 40. 10.1002/mar.21772. 
 
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