The Impact Discussion of Celebrity Endorsements on Customer Choice from the Perspective of Behavioral Economics --- Taking Pandora's Sales on the Online Platform as an Example

According to Principles of Behavioral Economics, celebrity endorsements is applied in the marketing of many brands. However, if celebrity endorsers have some scandals, the brands reputation will be damaged, and sales volumes will decrease for a period of time. If a brand chooses a celebrity who already has mixed reviews as an endorser can have a greater negative impact than choosing a celebrity who initially has a good reputation but later has a bad reputation. This article uses online surveys to verify the above viewpoint through Pandora's sales on online platforms. Finally, this study concludes that if a brand chooses a celebrity endorser with a good reputation, and the endorser is exposed to scandals during the endorsement period, more potential customers will believe that the brand has less responsibility when choosing the endorser and the subsequent negative attitude towards the brand is lower than when the brand chooses a celebrity with mixed reviews, and the emotions are not strong. The proportion of customers who will continually purchasing products from this brand will also be higher. On the contrary, if the celebrity endorser has mixed reviews at the beginning, potential customers will feel that the brand has a greater responsibility when choosing an endorser, and the rate of not supporting the brand will increase and their emotions will be strong. Similarly, the willingness to purchase will also decrease.