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Steven J Hoffman Case Study

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Steven J Hoffman Case Study
3. According to Steven J. Hoffman, “It seems that we as humans are biologically, psychologically and socially hard-wired to trust celebrities’ health advice”. Socially individuals tend to admire celebrities and want to follow in their footsteps. Obtaining the products they endorse or following their advice regarding healthcare can give a person a social status close to the celebrities, thus buying into the lavish lifestyle. Biologically one can be classically conditioned to follow a celebrity’s advice and when people purchase a health product a person can feel a positive psychological association with that particular celebrity. Rather than heeding advice from health professionals, people may take a celebrity’s word more reliable due to something
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