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Consumer Reaction To Products Endorsed By Specific Celebrities

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Consumer Reaction To Products Endorsed By Specific Celebrities

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A 7 page paper presenting an advertising research project in which a survey was used to assess the effectiveness of celebrity endorsement in advertising in terms of obtaining the desired effect on the consumer. The paper reports a survey done of 52 mall shoppers equally divided regarding sex. They were asked their opinions of several celebrities, several products, and whether celebrity endorsement affected their purchasing decisions. The limitations of the study prevents the researcher from concluding that the hypothesis is proved, but it is supported by the findings and warrants further research. Bibliography lists 5 sources.
Pages: 7
Paper Title: Consumer Reaction To Products Endorsed By Specific Celebrities
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