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They Think S/He is Attractive, Credible, or Famous, Why? A Survey of Socialization Agents' Influence on Celebrity Endorser's Perceived Personality?

Sat, November 14, 9:30 to 10:45am, Palmer House Hilton, Floor: Third Floor, Salon 2

Abstract

Socialization agents have influenced young people’s consumer related knowledge, attitudes and behaviors. College students’ exposure to and interaction with different socialization agents may correlate with the way they perceive celebrities’ personalities. Using an online cross-sectional survey (n = 409) at a mid-sized northeastern U.S. private university, this study aims to examine and model this relationship. Results show entertainment media intensifies attractiveness, news media intensifies fame, and interpersonal communication intensifies fame and favorability.

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