Celebrity endorsement and mirror neurons

Have you ever bought a product that you do not even need but you did it because one of your friends bought it? Or did you purchase something which is promoted by your favourite actor? Well, I have done it several times! Recently, I went to a shopping centre with my friend. Then I bought a purse that I did not need but still purchased it just because my friend purchased the same purse of different colour. Have you ever thought why we are doing so?

This is what mirror neurons do to us. They are the neurons that mimic the behaviour of others. They are activated most in children's brain. However, the question is, can celebrity endorsement using mirror neurons boost up sales? A number of studies have shown that it does. One of the examples in the perspective of our country can be 'Pakhi Dress' that was on high demand a few years back. People were crazy to buy it possibly because the dress was named after one of the popular TV series characters, Pakhi. So, it is not surprising that celebrities are used to trigger our neurons.

Even, nowadays, going to a restaurant or place and trying a specific food is also affected by influencers or food bloggers.

So, why are these things happening? The answer is that we want to look like those familiar faces. We want to experience what they are experiencing. It is not always about celebrities. It is about the familiar faces that we know or are identical to us. But sometimes we forget the advertised product and remember the celebrity. In that case, celebrity endorsement does not really work.

Ramisa Rahman Shitu