elebrity association works because the human brain is designed to copy behavior from people we view as admirable. As an infant we learn from our parents. We learn speech and all forms of behavior from copying our parents. At a very young age we begin to form friendships. We learn to associate ourselves with our friends. The human desire to "fit in" culturally is very powerful- we want our social group to accept us. So we "model" the behavior of the powerful and influential members of that group. We walk, talk, dress and act like other people we view as equal to or more desirable than ourselves.

A person is influenced most effectively by their closest friends. These are the people we seek for advice on any number of topics. Besides our friends we also have people we associate with like business leaders, socialites or celebrities. We may never have met these people in person but we feel an association with them through common beliefs, goals or social status.♦

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