" People do not know what they want; they only know what they know."  when thinking of this from a marketing point of view one can only gain the assumption that marketers direct the desires of people. That is, they make things that people do not necessarily need look irresistible, in such ways that people will feel technologically left behind or of a lesser social value by which they wear. The cars they drive to the phone they have, are all social markings and all how marketers get people to buy from them. Buying the attention of people is in someways easy. lets say you want to sell sunglasses, and these sunglasses are a crazy style and difficult to market. Now take those sunglasses and put them on a reality tv star and have them run around and define them as part of a lifestyle. Now that they have that lifestyle associated with them, selling them to people who want to mimic that lifestyle will be easier. That is why companies have endorsements.