Consumers are attracted to most celebrities, in part, because celebrities allow them to live out their own aspirations. They identify with these celebrities–and the brands they promote–by discussing them constantly and using those brands. By doing so, they get a feeling of closeness to fame and recognition. Interestingly, consumers also enjoy the “dark side” of celebrity behavior, because–in many senses, this makes the famous people more real. Watching celebrities experience embarrassing or defaming moments brings that person down to the level of the common person (“just like me!”) and, in its own way, enhances that identification.
