In his Takimag column, our favorite doctor muses on an unusual recent gesture by Cristiano Ronaldo at a press conference during the European Championships. Not mentioned in the article is that Ronaldo was also heard to say “Drink water” as he removed the bottles of Coca-Cola that had been placed in front of him.
When Cristiano Ronaldo, for example, endorses a product, what is going on in the mind of the person who is influenced by the endorsement? I suspect that it must be something like magical thinking, of the kind that we would normally associate with primitive peoples. Cristiano Ronaldo uses this brand of soap, therefore if I use this brand of soap, it will make me like Cristiano Ronaldo. In other words, it will work its sympathetic magic on me.
Another explanation for the influence of celebrity endorsements is simply that they draw attention to the product. No magical thinking required, though no doubt there is some sometimes.