FROM HUFFPO: Ty Pennington, the megaphone-wielding host of ABC's "Extreme Makeover: Home Edition," isn't the most recognized name in Hollywood, but he carries the most clout on Madison Avenue.
The celeb handyman, who sells his own line of housewares at Sears, is the best at getting consumers to pull out the credit card, a new study says.
... Sexpot Anna Nicole Smith, hotel heiress Paris Hilton, pop tart Britney Spears, supermodel Kate Moss and real estate mogul Donald Trump were all examples of celebs whose association made it less likely a person would buy a product, the study said.
WHOLE ARTICLE: http://www.huffingtonpost.com/2006/04/25/study-when-paris-hilton_n_19746.html
So I wonder why these non-selling celebs aren't selling? Are they just so "hot" that burger chains and perfume manufacturers think "Let's hitch up to their wagons while they're hot?" Or do advertisers not determine that they're hot until the public's actually sick of them? I mean Anna Nicole DID lose a lot of weight after everyone in the nation saw her well-publicized reality show in which she was much heavier. Maybe people just don't believe that it was Trim Spa that slimmed her down--and it probably wasn't. Unless the diet was combined with personal trainers, chefs, etc. But my real question is even if you worship Paris or Britney or Kate, do you love them so much that you'll buy whatever product they endorse? I don't care if who endorses it or how cool the theme song is or even if I think the commercial is a laugh, I buy the products I need and have sense enough to know which ones they are. So until Paris is endorsing Depends TM diapers or gerbil feed....