How Do Celebrity Endorsements Shape Consumer Behavior and Boost Brand Success in Advertising?

The phenomenon known as the "halo effect" also plays a significant role in why brands choose to work with celebrities. This cognitive bias occurs when the positive traits of a celebrity are transferred onto the brand they endorse. For example, if a megastar like Beyoncé promotes a perfume, consumers may unconsciously attribute qualities such as sophistication and charm to that product. This association can enhance brand image, making it more desirable in the eyes of consumers who aspire to share similar qualities.