The Justin Bieber crowd will pick it because it's used by him, not because they particularly care about the product itself. Obviously not all his fans would val

The Justin Bieber crowd will pick it because it's used by him, not because they particularly care about the product itself. Obviously not all his fans would value his choice over their own, but there will be many. And sure, they're volatile, but I'm not saying that Justin Bieber is the reason their consumer-friendly approach wasn't neccesarily a bad idea, just that it currently does, and will in the future, produce more celebrity (non-verbal) endorsements (by using them).