Some consumers are highly concerned about their images, and such consumers are highly susceptible to image appeals and celebrity advertising. Image appeals emphasize the uniqueness of special people who buy a particular brand, and celebrity advertising associates a brand with famous spokespeople who are well likely by the target market. Image appeals and celebrity advertising are especially effective for high self-monitors because high self-monitors are highly concerned about the impressions that others form of them (Snyder & DeBono, 1985). Low self-monitors, on the other hand, have an inward focus and are relatively oblivious to the impressions that others form of them. Consequently, high self-monitors are more heavily persuaded by image appeals, whereas low self-monitors are more heavily persuaded by adjustment appeals, that is, appeals focusing on costs and benefits (discussed in greater detail later in the chapter).