12 Ethics and Celebrity Advertising
Gurbir Singh and Abhishek Mishra
Introduction
Consumers are rational decision-makers only to a limited extent, and emotions play a larger role in their purchase decisions (Simon, 1955, 1956; Zeelenberg, Nelissen, Breugelmans, & Pieters, 2008). The idea of bounded rationality states that the people desire to make good decisions with minimum resources, something achievable by converting rational decisions to emotional ones (Afuah & Tucci, 2012). Celebrities make the purchase decisions of customers easy. Hence, brands associate with them to draw positive meanings and emotional responses (Halonen-Knight & Hurmerinta, 2010). Research supports the idea that celebrities ...
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