Not only is association a linking tool from the known to the unknown, it is also a tool used to link something new or improved with someone we like, admire, or respect.

For example, do you remember when Michael Jordan did commercials for underwear? What does he know about underwear that you or I don’t? That’s right, nothing. Michael Jordan is simply someone that a lot of people like, admire, and respect.

Companies will pay millions of dollars to get a famous celebrity to endorse their product hoping that the consumers (you) will want to be just like him — “just like Mike.”

- From the book “Covert Persuasion” by Kevin Hogan and James Speakman