Actors who play outlaws can be good for endorsing products: The unexpected power of negative character endorsers

Negative, or outlaw, characters, such as the drug dealer Walter White from the television drama series “Breaking Bad,” have appeared in advertising campaigns endorsing actual products, despite their fictional status and questionable traits.
Jeffery, Thomson, and Johnson

Management Slant

  • Using fictional characters as endorsers is a novel tactic that is growing in popularity, but little is known about whether or how it works.
  • Negative characters can be as effective as traditional actors...
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