Steven J Hoffman Case Study
3. According to Steven J. Hoffman, “It seems that we as humans are biologically, psychologically and socially hard-wired to trust celebrities’ health advice”. Socially individuals tend to admire celebrities and want to follow in their footsteps. Obtaining the products they endorse or following their advice regarding healthcare can give a person a social status close to the celebrities, thus buying into the lavish lifestyle. Biologically one can be classically conditioned to follow a celebrity’s advice and when people purchase a health product a person can feel a positive psychological association with that particular celebrity. Rather than heeding advice from health professionals, people may take a celebrity’s word more reliable due to something
researchers refer to as a “Halo Effect”. A halo effect is the ability to rank a person highly on one dimension and also to assume they excel outside of that dimension. Celebrities are seen as icons, people strive to be like them, and because they have wealth everyday individuals feel these people are superior to those who do not. The halo effect gives celebrities a generalized trustworthiness which given advice can extend beyond their industry or field. In other words we trust people who are famous, thinking they are better informed and more skilled than people who are not famous.
researchers refer to as a “Halo Effect”. A halo effect is the ability to rank a person highly on one dimension and also to assume they excel outside of that dimension. Celebrities are seen as icons, people strive to be like them, and because they have wealth everyday individuals feel these people are superior to those who do not. The halo effect gives celebrities a generalized trustworthiness which given advice can extend beyond their industry or field. In other words we trust people who are famous, thinking they are better informed and more skilled than people who are not famous.