(NEW YORK) -- Companies pay celebrities big money to endorse their products, but the negative perceptions about a celebrity linked to a product are more likely to transfer than the positive perceptions, according to a new University of Colorado Boulder study.
Jessica Simpson, a pop singer and reality TV star, was used in one study to describe her association with a brand. The participants differed in their responses, with the positive saying “sexy and fun” and the negative saying “ditsy and weak.”
When the participants were asked about their thoughts of Jessica Simpson endorsing a pocketknife, a product that did not relate to her overall persona, only the negative connotations transferred to the participants.
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