The Halo Effect: Celebrity Influence within Popular Culture

Popular culture is defined as the sum of thoughts, points of view, states of mind, pictures, and other wonders that are inside the standard of a given culture, particularly Western culture of the right on time to mid-twentieth... [ view full abstract ]

Popular culture is defined as the sum of thoughts, points of view, states of mind, pictures, and other wonders that are inside the standard of a given culture, particularly Western culture of the right on time to mid-twentieth century and the developing worldwide standard of the late twentieth and mid-21st century. The Halo Effect is the thing that influences a client or consumer to purchase that specific item when a big name is appended to the mindfulness stage. The research has also been broken down into 5 sections that will help support the research question posed above.  These sections include celebrity influence, consumer attitudes, past and current trends of advertising, as well as pop culture and branding itself. This research will shed light on:

• Why consumers enable certain products and services to trend above others due to influences within pop-culture and even culture itself. 
• How a consumer moderate a negative vs. a positive association with a celebrity in regards to brand endorsements?
• What impact does a high profile endorsement have on a business/ brand and is it powerful enough “revive” a dying business?
• In efforts to achieve high volume sales, how do brands determine what endorser to seek and can they gauge consumer approval? 

The end result of this research is expected to show the dominance of popular culture’s influence on the average consumer when making a purchasing decision.

Keywords: Corporate Credibility, Popular Culture, Consumer Trends, Celebrity, Diversity, and Consumer Attitudes.