With the development of society, more and more brand spokesmen are used in all kinds of advertisements, and businesses seek the point of agreement with consumers' psychology from the advertising benefits of spokesmen, and use their advertising images to stimulate consumption, spread brand information, and improve brand awareness, recognition and reputation. Nowadays, celebrities have already stepped out of the TV screen and entered the business world. They attract consumers by means of product

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... ndorsement and food endorsement generated by their own public influence, and promote the consumption of the products they endorse, so as to make more profits for businesses. In the complex and changing environment, on the one hand, individuals and enterprises are faced with more and more choices, but on the other hand, their time and energy seem to be more and more limited. To some extent, the corporate image or brand image can be established by establishing the communication relationship between spokespersons and consumers by means of corporate spokespersons. This paper discusses the influence mechanism of food endorsements and celebrity food endorsements on consumer psychology, and then discusses the development strategy of food enterprises.