How to Coach Yourself and Others How to Influence, Persuade and Motivate | страница 362

The critical factor in using a celebrity endorsement is creating an
emotional tie or association between the consumer and the
athlete/celebrity. The athlete or celebrity's positive associations have been
transferred to the product or service.[2] Wearing the same shoes or
driving the same car as their hero allows consumers to identify and
associate with their idols.
There is a downside to using celebrities to promote products and services,
however. Anytime a celebrity gets negative press, that association also
tends to carry over to the products and companies they promote. In such
cases, depending on the severity of the circumstances, the celebrities are
usually dropped like hot potatoes. Michael Jackson was once an endorser
for Pepsi until he was accused of child molestation. The company was
quick to pair its product with someone else. Tonya Harding, the Olympic
figure skater, was a Nike endorser until she was convicted of assault on
fellow skater Nancy Kerrigan. Mike Tyson was also an endorser for Pepsi
until he was convicted of rape. O.J. Simpson was once the spokesman for
Hertz car rentals until he went on trial for a double murder.
[1]A. Pratkanis and E. Aronson, Age of Propaganda (New York: W. H. Freeman
and Company, 1992), p. 93.
[2]G. E. Belch and M. A. Belch, Advertising and Promotion: An Integrated
Marketing Communications Perspective (New York: McGraw-Hill, 1998).

Anchors: Capture the Feeling
Anchoring is a technique that captures the feelings, memories, and
emotions of certain events, places, or things. The psychology behind the
technique lies in the use of elements from a previous situation or
circumstance to replay the emotions and feelings of that experience.
An anchor can be anything that brings up a thought or feeling and reminds
you of something you have previously experienced. It will usually
reproduce the exact emotion or feeling you experienced at the time.
Remember the experiment of Pavlov's dog? It's the same idea: You use a
certain stimulus to create an association that will bring about a particular
response. An anchor can be produced either externally or internally.
Anchors don't have to be conditioned over a period of several years to be
established. They can be learned in a single event. The more powerful the
experience, the stronger the anchor will be. Phobias are an excellent
example: Most phobias are established after one single, intense
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