Consumers purchasing decisions are based on many factors. The primary factor is the consumer's perception of value. Consumer's determine value by judging the perceived benefit of the product and then weighing that benefit against the price. Producers will be able to sell their products to consumers if their product is perceived to give the consumer the greatest value. In order to set a profit maximizing price and still have the consumers perceive value, the perceived benefit must be as high as possible. This research shows that by using a properly matched and positively viewed celebrity...