Original post: https://blogs.ubc.ca/minjungchung/2011/06/03/celebrities-influences-consumer-behaviour/
Minjung mentioned the marketing influence that celebrities have, and link it to one of the COMM296 concepts ‘social reference group’. I think she was talking about aspirational group specifically, and as soon as I think of the concept aspirational group, I automatically visualize Lionel Messi, Xavi Hernandez or Christiano Ronaldo playing with Adizero, Predator and Vapor on, respectively. Not surprisingly, I have already tried all of them on when I play, and I figured that Adizero suits the best for me. I am also using Gillette razor that has been advertised by Ji-Sung Park, David Beckham and Micheal Owen.
On the other hand, though I would just not wear some specific types of football clitts just because my unpreferred player is wearing it, but if I were to choose between two different types, I would definitely prefer the one that my favorite player is wearing. Of course functions, sizes and colors are the top priorities but social reference group certainly plays a big role in marketing in both aspirational and dissociative way.