It's human nature more than marketing (or rather:marketing follows human nature in this). We're hardwired to be social and care deeply about what people in our

It's human nature more than marketing (or rather:marketing follows human nature in this). We're hardwired to be social and care deeply about what people in our group do and what happens to them, especially the leaders. Unfortunately, we're also hardwired to think that our group consists of those whose faces we see most frequently and the leaders are those we see others pay attention to. The result: millions of people unconsciously believe that Paris Hilton, Snooki and Charlie Sheen are socially closer to them than most of their family, and thus deserve most of their attention and trust... And of course that's what makes celebrity news so popular and endorsement marketing so effective.