It happens all the time – some celebrity says “I wear these clothes and drive this kind of car, or shop at these stores, so you should too.” Modern-day marketers play on celebrity endorsements, and safe driving programs are following this trend.
Colin Braun and Taylor Swift are two examples of how driving programs are using celebrity endorsements to spread the message about safe teen driving.
So why does this work for teens? According to Teisha-Vonique Hood there is a reason that marketers are promoting their products with celebrity endorsements.
According to her report, Teen Icons, “When teenagers watch others perform certain behaviors and see which result in rewards or punishments, they are engaging in observational learning (Kindred, 1999). This type of behavior is exhibited in the cliché phrase, ‘Everyone else is doing it.’ Depending on the result, people are inclined to try behaviors acted out by others.”
So when you see something that Kate Voegele is wearing, or that Robert Pattinson is listening to, it is natural to want to adopt a similar image and part of that is by adopting their brand.
In a way it is yet another type of pressure, similar to that of the positive peer pressure exhibited in safe driving programs like Teens in the Driver Seat.