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Selling Power

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Apparently the impact of celebrity endorsement may be far less significant than many marketers may have previously thought. According to a recent survey, in response to the question of whether or not a celebrity being photographed with a particular product makes the item itself more appealing: "just 8 percent said seeing the celebrity makes them more likely to buy the product, vs. 12 percent saying it makes them less likely. But a landslide 78 percent said it doesn't affect them one way or the other."—Alisa Gould-Simon [Ad Week]