CRITICAL STUDY OF CELEBRITY CONTAGION AND THE VALUE OF OBJECTS WITH REGARD TO COGNITIVE PROCESSES MEDIATING ACCEPTANCE OF ADVERTISING IN INDIA

Abstract

This study examines the cognitive processes that influence the acceptance of advertising in India, with a focus on the idea of celebrity contagion and the value of commodities. The study's overarching goal is to learn how celebrities influence consumer behavior and what makes individuals appreciate and gravitate towards certain brands and items. Understanding these mental processes may help advertisers craft more compelling messages and forge stronger bonds with consumers, ultimately leading to greater brand recognition and loyalty. Furthermore, by addressing ethical problems with celebrity-based advertising, this study contributes to the development of ethical advertising practices.