But a celebrity's presence increased the chances participants chose a product compared to non-celebrities.from the 2024 Super Bowl featured Chris Pratt and his mustache sitting on a couch munching on Pringles potato chips. If you're like many who watched the commercial, you were probably digging through your pantry searching for Pringles after the advertisement.
But in order to be exposed to something, we first need to notice it. That’s one way that celebrity endorsements might be effective. Celebrities catch ourand therefore increase the chances that we will at least get exposed to the products in the ads. But if celebrities end up drawing our attention away from the product a company is selling, a celebrity appearance could backfire, something that marketers call the “vampire effect.
The researchers tracked participants’ eye movements as they looked at the ads. They were mainly focused on where they were looking: the product, the person in the ad, or elsewhere. In the last phase, participants repeated the choice task from the first phase.Take any commercial and observe the endorser with the product. More often than not, their eyes are directed toward the product at some point during the advertisement.
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