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>更新时间：2011-02-07 21:59:57 |
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广告
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| 简 介 |
Despite the fact that businesses believe celebrities(著名人士) have a lot of pull with regard to the buying trends of consumers, researchers have discovered that this does not seem to be the case. British and Swiss researchers conducted a study showing that advertisements featuring endorsements(认可)by celebrities like David Beckham and Scarlett Johansson are not as effective as those by ordinary people. The difference is that regular people prefer to purchase goods that are bought by other regular people.
In s sample of 298 university students, researchers presented a magazine advertisement for a digital camera that included an endorsement by an imaginary student saying the camera was "hot" and his "preferred choice." The same advertisement was shown to other students, but with a difference：the camera was endorsed by a famous person in Germany. The researchers also measured how important it was for consumers that the purchased products make a good impression on others.
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