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The Regulatory Focus Study on Impact of Celebrities and Amateur Endorsements

Ming-Horng Weng, Chao-Fang Chen, Yi-Chou Wang


Consumer behavior may reflect not only perceived spokesmen but also the differences between consider products attribute and social status. When scholars research consumer behavior where circumstances change frequently, circumstances may be biased as a signal of consumer behavior. We developed an experimental model that examined the impact of consumer decision behavior in order to reduce bias caused by circumstances. Celebrity endorsement approach is positive marketing strategy products. The premise must be built on a celebrity's image is positive cases. If the product content with science and technology attribute. Amateur endorsement may produce competitive mentalities which make low status user effect. It will boost sales when customers see the lower socioeconomic status that uses technology commodities.

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