Remember John Stamos and the Yogurt Commercial? Whose Yogurt Is It?
Quick. Gorgeous man. Eating yogurt. What do you think of? If you didn't think of John Stamos, they're right. A new study says we tend to remember products when the celebrities endorsing them are clearly associated with the item. But if I'd said, Novak Djokovic and Wilson or Dunlop, chances are you'd remember the racquets. The Web site reports that Katie Kelting, a marketing researcher at the University of Arkansas, found that when consumers are shown two ads featuring the same celebrity, they are more likely to forget information when the celebrity is endorsing a product that is only moderately associated with the celebrity’s fame. When a product is either a really good -- or really bad -- fit with the reason for the celebrity’s fame, consumers are more likely to remember the information. But what happens when there is a low fit or match, such as LeBron James starring in a fast-food commercial? James is one of the world’s premier athletes. This woul...