明星代言人其实不是“人”凡是被称之为“明星”的人,就已经没有人把他们看作普通人了,他们是代表了一种形象和具体化了的心理感受。中国人口有13亿之多,这个市场的特点是消费者普遍不自信,尤其是在大众消费品上的消费,经常有人说:我听别人说……这就是不自信消费的一种表现。不自信的时候就需要意见领袖的领导:家族或单位里比较信服的人都能影响到具体消费行为。而明星就是大众的意见领袖,某 In fact, celebrity endorsers are not “people.” All those who are called “celebrities” have no one who views them as ordinary people. They represent an image and an embodied psychological experience. There are as many as 1.3 billion people in China. This market is characterized by widespread consumer dissatisfaction, especially spending on mass consumer goods. People often say: I hear others say ... This is a manifestation of unconscious consumption. When you are not confident, you need the leadership of opinion leaders: more convincing people in your family or organization can affect specific consumer behavior. The star is the public opinion leaders, a