*Department of Management, NIMS University, Jaipur, Rajasthan
**Director, Gian Jyoti Institute of Management & Technology, SAS Nagar (Mohali), Chandigarh
Online published on 26 September, 2013.
Celebrities in advertisement play a lethal combination and most convenient method to reach the children of respective ages. Children are manipulated by celebrities version that product will do something special for them, which will transform their life. Various celebrities like film actors, sportspersons and well known persons are shown in the advertisements to promote the various products and services. Children imitate them after coming to know their lifestyles through such advertisements. They wonder, get fascinated and always think of emulating them. As role models, celebrities are capable of influencing many facets of children buying behaviour. The present study assesses the influence of celebrities on children buying behaviour. It measures the effect of celebrities on three age groups of children belonging to urban and rural areas. The results indicate that children of all age groups are careful about the celebrity endorsements in advertising but are strongly influenced by the presence of celebrities in the advertisements as they like their presence and mostly try to buy the products which are promoted by them.
Celebrity Endorsement, Children, Purchase Decision, Rationality, Product Exaggeration
