Swiss Legend, a watch brand, gets famous people to wear its colorful timepieces. One way it does this is to give away its product at awards shows. Publicists call this common practice “gifting the talent”: Companies provide stars with “goody bags” full of complimentary products. What do you think about the practice of “gifting the talent” in order to accumulate endorsements? Is this a sound strategy? Is it ethical for celebrities to accept these gifts?
Answer to relevant QuestionsThink of a behavior someone does that is inconsistent with his or her attitudes (e.g., attitudes toward cholesterol, drug use, or even buying things to make them stand out or attain status). Ask the person to elaborate on ...Collect ads that rely on sex appeal to sell products. How often do they communicate benefits of the actual product? What is the foot-in-the-door technique? How does self-perception theory relate to this effect? What is social comparison? To what type of person do we usually choose to compare ourselves? What is a kin-network system?
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