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In marketing literature, they talk about a halo effect around celebrities, whereby people have a very positive view of celebrities, and when celebrities endorse a product or recommend a particular health practice, it transfers their golden glow from the celebrity to the products or practice, in economics literature, there's recognition of something called signaling, which is whereby in a marketplace filled with competing ideas, people are constantly looking for a shortcut in order to identify which products or practices they should be following, and so a celebrity endorsing a product provides a cognitive shortcut to an otherwise very complicated decision.

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