Humans are evolved to be in a small tribe of 50 or so people they know. They see Shaq holding a product, they "know" Shaq, so their brain automatically puts th

Humans are evolved to be in a small tribe of 50 or so people they know. They see Shaq holding a product, they "know" Shaq, so their brain automatically puts the product into the category of something they've seen someone they know using. How effective this is is a matter of debate. I guess this is why companies are so quick to drop celebrities that do something unpalatable. Because then the product would go into the category of something that someone I don't like uses.