This is the fourth of a six-part series on the psychological factors behind brand loyalty and how it affects purchasing habits. See Part 1 here.

Authority. We’re trained from a young age to follow authority figures, and we learn to respect the opinions of those deemed experts in their chosen fields. Incorporating an expert or person of authority into a marketing plan can give the brand an added vote of confidence for its consumers.

As a dancer for over 15 years, I am no stranger to the brand Icy Hot, though it took me a while to succumb to my first purchase. What finally caught my attention was a celebrity endorser who knows intense physical activity and the aches and pains that come along with it: Shaquille O’ Neal. It seemed like the commercials suddenly popped up everywhere and with each spot, my joints ached more and more for the product.  In 2004, one year after the NBA superstar took on the title of spokesman for the $12 million campaign, Icy Hot’s manufacturing company reported a 5% increase in year-end sales. Guess people figured “if it’s good enough for Shaq, its good enough for me.” I certainly did.

If you haven’t heard, Dodge has a new spokesman. Though if you’re one of the 8.5 million viewers who can’t get enough of the new Dodge Durango spots, you already know the man behind the mustache. Ron Burgundy (played by SNL alum and comedy giant Will Ferrell) is the star of the upcoming movie Anchorman 2 as well as this hilarious string of ads that launched on October 5. Expert? No. Authority figure? Not even close. Recognizable face and persona? Absolutely. I thought this was an amazing idea. Anchorman was a big hit back in 2004, grossing over $90 million in theaters globally and leaving us with a slew of memorable quotes (some of which are worked into the current campaign).

Since launching the campaign, Dodge has reported an 89% increase in web traffic and a 50% increase in October 2013 sales compared to the previous year. And while it might be difficult to attribute all of these accomplishments to everyone’s favorite 1970s anchorman, I would still call this a successful endorsement.

http://www.youtube.com/watch?v=-rZt__IfFSo

What spokesman has captured your interest? Share your favorites in our Comments section.