The "vampire effect" happens when consumers focus their attention on the celebrity and fail to notice or recall the brand or advertising message.

Question

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The "vampire effect" is a real psychological phenomenon where celebrity endorsements can actually cause consumers to remember the spokesperson more than the brand or product being endorsed. This means that the celebrity is "sucking the life" out of the brand, hence the term "vampire effect."

The "Vampire Effect" Happens When Consumers Focus Their Attention on the Celebrity