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Not all endorsements help your brand. Learn how picking the right authority figure can build trust and boost sales.
Photo from: People.com covering the Bud Light controversy
In April 2023, Bud Light partnered with transgender influencer Dylan Mulvaney to attract younger consumers. The result? A 28% drop in sales over three months, boycotts, and retailers cutting shelf space.
The campaign didn’t fail because of influencer marketing, it failed because the endorsement didn’t align with the brand’s core audience.
Businesses often turn to celebrities, influencers, and experts to build credibility and boost sales. That’s authority bias in action—people are more likely to trust and buy from brands endorsed by people they see as experts or leaders. But here’s the catch: it only works when the authority figure actually fits your brand and audience.
So, how can businesses use this principle the right way?
An ad where Michael Jordan is promoting the Air Jordan 1 in 1985
Celebrity Endorsements: The Right Fit Matters
When done right, celebrity partnerships skyrocket sales. A perfect example? Nike’s Air Jordan 1.
Michael Jordan wasn’t just a celebrity—he was a basketball legend, making him a credible authority on sports shoes. His endorsement carried weight because consumers trusted his expertise in basketball shoes.
Nike also took a bold step that made their belief in the product even more convincing—they kept promoting the shoes even after they were banned by the NBA and paid fines each time Jordan wore them. That bold move sent a strong message: “We believe in this product no matter the cost.” The result? 1.5 million pairs sold in six weeks, over $150 million in revenue. That’s what psychologists call costly signalling—when brands show they’re willing to invest real time, money, or risk to back what they sell. Curious? Here's how costly signalling can boost your sales.)
✅ Lesson for Businesses: Don’t just pick a famous face—choose endorsers who actually represent your values and appeal to your audience. A mismatch (like Bud Light’s) can backfire.
An ad of a dentist promoting Sensodyne toothpaste
Expert Reviews: Often More Persuasive Than Customer Reviews
If celebrity endorsements aren’t in your budget, don’t worry—experts can be just as powerful.
Research shows expert reviews influence purchase decisions more than regular customer reviews. That’s because people assume experts know what they’re talking about.
But not all experts works. The expert needs to be relevant to your industry. A tech YouTuber promoting toothpaste? Not so convincing. A dentist doing the same? Much more effective.
✅ Lesson for Businesses: Highlight testimonials from industry experts in your ads, website, and content. The right voice builds instant trust.
Examples of accreditations
Logos, Credentials & Certifications: Instant Credibility Boost
Sometimes, it’s not about who’s speaking—it’s about what symbols are doing the talking.
People trust certifications, awards, and brand logos because they signal credibility at a glance. For example, wines with award labels are more likely to be chosen—and people are even willing to pay more for them.
✅ Lesson for Businesses: Use any recognition you’ve earned—awards, certifications, industry seals—and display them proudly on your website, packaging, and social media.
How you can use authority bias to increase sales and boost trust
🎯 Choose the right influencers and celebrities: Make sure they align with your brand values and audience.
🧠 Leverage expert opinions: Use quotes and testimonials from credible professionals relevant to your business.
🏆 Show off credibility markers: Awards, credentials, and well-known logos = instant trust.
Click to book your free consultation to apply these insights directly to your brand.
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