Celebrity Endorsement: Why It Becomes a Trend in Food and Beverages Industry
CELEBRITY ENDORSEMENT: WHY IT BECOMES A TREND IN FOOD AND BEVERAGES INDUSTRY?
What is perception definition? How perception can influence the society to believe to consume products? Is it because of their belief on certain human being that we call them celebrities is endorsed with certain product? Why do they belief to the celebrities? Is it the celebrities portray the qualities the society look for associated with the product they endorsed with? Well, by referring to the topic we will discuss further by defining what is perception? According to Lindsay, P., & Norman, D.A., 1977, perception is the process by which organisms interpret and organize sensation to produce a meaningful experience of the world. Sensation usually refers to the immediate, relatively unprocessed result of stimulation of sensory receptors in the eyes, ears, nose, tongue, or skin. Perception, on the other hand, better describes one's ultimate experience of the world and typically involves further processing of sensory input. In practice, sensation and perception are virtually impossible to separate, because they are part of one continuous process. Thus, perception in humans describes the process whereby sensory stimulation is translated into organized experience.
Furthermore they also mentioned that experience, or percept, is the joint product of the stimulation and of the process itself. Relations found between various types of stimulation (e.g., light waves and sound waves) and their associated percepts suggest inferences that can be made about the properties of the perceptual process; theories of perceiving then can be developed on the basis of these inferences. Because the perceptual process is not itself public or directly observable (except to the perceiver himself, whose percepts are given directly in experience), the validity of perceptual theories can be checked only indirectly.
Marshal, P.D. (2006) stated that Celebrity, in its elevation of particular personalities to
What is perception definition? How perception can influence the society to believe to consume products? Is it because of their belief on certain human being that we call them celebrities is endorsed with certain product? Why do they belief to the celebrities? Is it the celebrities portray the qualities the society look for associated with the product they endorsed with? Well, by referring to the topic we will discuss further by defining what is perception? According to Lindsay, P., & Norman, D.A., 1977, perception is the process by which organisms interpret and organize sensation to produce a meaningful experience of the world. Sensation usually refers to the immediate, relatively unprocessed result of stimulation of sensory receptors in the eyes, ears, nose, tongue, or skin. Perception, on the other hand, better describes one's ultimate experience of the world and typically involves further processing of sensory input. In practice, sensation and perception are virtually impossible to separate, because they are part of one continuous process. Thus, perception in humans describes the process whereby sensory stimulation is translated into organized experience.
Furthermore they also mentioned that experience, or percept, is the joint product of the stimulation and of the process itself. Relations found between various types of stimulation (e.g., light waves and sound waves) and their associated percepts suggest inferences that can be made about the properties of the perceptual process; theories of perceiving then can be developed on the basis of these inferences. Because the perceptual process is not itself public or directly observable (except to the perceiver himself, whose percepts are given directly in experience), the validity of perceptual theories can be checked only indirectly.
Marshal, P.D. (2006) stated that Celebrity, in its elevation of particular personalities to
References: 1.AAKER, David building strong Brands, 1996. 2. Sengupta, subrato Brand positioning – Strategies for competitive advantage" Tata McGraw Hill, New Delhi 1990. 3. Upshaw, Lynn B. Building Brand Identity, Jhon – Wiley & Sons 1995. 4. Yahoo! Answers, Yahoo Inc. (2011), Why Company Use Celebrities to Advertise Their Products?, www.answers.yahoo.com 5. Peter Lindsay & Donald A. Norman: Human Information Processing: An Introduction to Psychology, 1977. 6. Docstoc (27 Sept 2009), Celebrity Endorsement, www.docstoc.com 7. Marshall, P. D. 2006, 'New Media - New Self: The changing power of celebrity ', in P. D. Marshall (eds), The Celebrity Culture Reader, Routledge, London.