Why would companies spend over a billion dollars each year on celebrities who endorse their products? Because it works, that’s why. The little known psychosocial device called conditioning and association (CA) is at play and it can work for you in your business.
Most of us correlate endorsements with big stars like Lance Armstrong, Tiger Woods, Madonna and Ellen Degeneres. But there are other lesser-known stars that make a small fortune from CA. Here’s how it works:
* We like to be associated with positive things and with winners. Think about when your home team wins. You say,
“WE won!” But, when they lose it’s, “THEY lost.”
* When a pro team wins the championship, companies shell out huge dollars to the players for their endorsement. They know that even a brief appearance on a commercial by a winning star will cause sales to jump.