The celebrity appeal questionnaire: sex, entertainment, or leadership

The Celebrity Appeal Questionnaire was constructed to operationalize constructs related to why fans are attracted to their favorite celebrities and was developed for use with fan bases for specific celebrities. This revised version asked fans of a specific celebrity to rank order three roles they might see the target celebrity playing in society with an option to not rank them at all. Of 409 respondents attending Josh Groban fan club meetings, 75% said Groban's most important role in society was as a leader and role model in trying to make the world a better place. A factor analysis of correlations of Likert-type scale ratings and an analysis relating those factors back to the rank orderings support the internal reliability and validity of the questionnaire.     

Adolescents' secondary attachments to celebrity figures

This study examined the influence of age, gender, and pubertal development on the personality attributions that adolescents make to age-appropriate celebrities. Sixty male and female 5th, 8th, and 11th graders completed a series of questionnaires describing the perceived maturity, attractiveness, and personality of six male and six female age-appropriate celebrities. Multivariate analyses of variance revealed that (a) adolescent found opposite-sex celebrities more attractive than same-sex celebrities; (b) the perceived attractiveness of opposite-sex celebrities increased with grade, particularly among adolescent females; (c) androgynous celebrities were seen as more attractive than either sex-typed or cross-sex celebrities; and (d) adolescents' preference for androgynous celebrities increased with grade. Contrary to prediction, adolescent pubertal development was unrelated to celebrity attractiveness ratings. For 5th-grade girls, however, pubertal development positively correlated with the perceived maturity of all female celebrity figures, regardless of the celebrity's sex type (i.e., sex typed vs. androgynous vs. cross sex). These findings provide convergent support for the hypothesized role of secondary attachments in adolescent identity development.

     

国别属性重要吗？代言人与广告效果关系研究的新视角

随着全球市场的形成, 一些中国企业开始选取外国明星作为产品的代言人, 目的是希望借外籍代言人提升品牌的吸引力, 获得消费者的喜爱与购买。与此同时, 一些跨国企业也开始使用中国明星为其产品代言, 以期通过“本土化”加强消费者对品牌的认同, 从而最终接受这一品牌。然而, 这种做法是否令消费者认可和接受, 其广告效果到底如何还是未知数。从目前来看, 这一作法既缺乏理论论证也缺乏实践的检验。根据代言人匹配假说, 作者认为代言人国别属性与产品国别色彩的一致性对广告效果也具有重要的影响。通过3(中、外、无国别特色产品)×2(功能性产品、享乐性产品)×2(中、外代言人)的实验设计, 验证了代言人与产品国别一致性作为调节变量对代言人特征与广告效果关系具有正向的影响, 即当代言人国别属性与产品国别色彩一致时, 广告效果明显优于不一致的情形。对于中国特色产品, 中国代言人的广告效果更好, 而对于外国文化色彩以及无国别色彩的产品, 外国代言人的广告效果要明显高于中国代言人。     

Relationships Between Body-Shape Discrepancies With Favored Celebrities and Disordered Eating in Young Women

Disordered eating is linked to body shapes and images presented in the mass media. Favored celebrities may represent a particularly strong source of influence. We examined cross-sectional relationships between women's disordered eating and their perceptions of body-shape differences with favored celebrities. Women between the ages of 18 and 27 rated personal body shapes alongside those of self-selected favored celebrities. Multivariate analyses showed self/celebrity body-shape discrepancies to be linked to EAT-26 diet, bulimia, and oral control scales independent of personal body-shape and self/ideal discrepancies. For bulimia subscale scores, this relationship was moderated by a more favorable perception of the celebrity relative to the self. Celebrities might be important in creating an unrealistic social comparison standard that contributes to disordered eating.     

Women's responses to stereotypical media portrayals: An fMRI study of sexualized and domestic images of women

Women tend to be portrayed in a sexualized or domestic manner in mainstream advertising; importantly this trend holds not only for ads targeting men but also for those targeting women themselves. Such a focus on sexualized portrayals in particular may not seem strategic given a wealth of evidence suggesting that women evaluate these portrayals quite negatively. Consumer attitudes toward domestic portrayals are more mixed but, unsurprisingly, vary according to how much a woman identifies as traditional. If female consumers do not evaluate these common portrayals positively, why might they persist? Past work suggests a disconnect between reported attitudes toward general visual sexual stimuli and physiological and neural responses; therefore, it is plausible that neural responses to stereotypical female portrayals in advertising may be at odds with reported attitudes and may have a bigger impact on consumer behavior. The current study exposed women to sexualized, domestic, and control images in a functional magnetic resonance imaging scanner as an initial test of this idea. We found that participants reported liking both domestic and control images more than sexualized images. In contrast, they showed more activity in regions associated with reward and arousal (ventral striatum and amygdala, respectively) while viewing sexualized images relative to both control and domestic images. Surprisingly, ventral striatum response to sexualized ads was stronger for women who endorsed traditional attitudes than those who reported less traditional attitudes. These results suggest that despite reporting negative attitudes toward sexualized portrayals, women may in fact have a favorable response to these images. Copyright © 2017 John Wiley & Sons, Ltd.     

“Celebrities to lean on!” Perceived celebrity support across two cultures—Iran and the United States

Though many people loathe celebrities and their lifestyles, celebrities can also be perceived as being available to provide community support. The purpose of this study was to establish the psychometric properties of the Perceived Celebrity Support Inventory. The scale was developed to capture three aspects of perceived celebrity support to the community: instrumental (i.e., providing tangible and concrete assistance), informational (i.e., advice, explanation, and information), and emotional (i.e., empathizing, encouraging, listening, and comforting) support. Factor and item analyses have revealed robust psychometric properties in samples drawn from the United States (US) and Iran. The US sample perceived higher community support from celebrities than the Iranian sample. In the Iranian sample, perceived celebrity support for the community was associated with more positive attitudes and less hatred of celebrity culture. In the US, perceived celebrity support was associated with negative attitudes and elevated hatred towards celebrities. The findings advance the literature by providing an instrument with which to measure positive aspects of celebrity influence across cultures.     

Fame,Narcissism, and the Capacity for Intimacy: A Daughter’s Reflection

In a culture in which fame has come to be viewed as the pinnacle of human achievement, it is natural to assume that celebrity status must be deeply gratifying to the person who has achieved it—a source of exceptional and stable self-esteem. In this article, I draw on my experience of my father’s celebrity at the peak of his career as a source of insight into the reality of fame as a psychological phenomenon, highlighting the paradoxical relationship between the larger-than-life public image of the celebrity and the way in which that person actually experiences himself or herself and is experienced by intimate others. I suggest that the drive behind the achievement of fame is typically a feeling of deep personal inadequacy, and a desperate hope that public acclaim will ease this self-doubt. But, in truth, no amount of public admiration can promote genuine feelings of self-acceptance where early parental love has failed to do so. The article then explores why we humans, as a species, are deeply invested in the glorified images of our celebrities, ascribing them godlike qualities, and taking comfort in the illusion that they have achieved an enviable state of grace.     

Sexualized and Athletic: Viewers’ Attitudes toward Sexualized Performance Images of Female Athletes

Using an experimental methodology, the present study investigated college students’ attitudes toward media images of female athletes. We are particularly focused on how viewers perceive media images of female athletes that have both an appearance and athleticism focus, such as those found in ESPN’s The Body Issue. An aim of our study was to assess viewers’ attitudes toward these images that are not purely objectified, thereby contributing to the objectification literature and providing empirical data relevant to theorizing on the social impact of these images. U.S. college students (n?=?563) viewed one of four types of images of the same athletes including: (a) sexualized athletes, (b) sexualized performance athletes (in which both athleticism and sexualization are present), (c) sport performance athletes (in which athletes are depicted playing their sport), or (d) non-sexualized athletes. They then rated the athletes’ competence, esteem, and sexual appeal. Overall, sexualized performance athletes were rated more positively than sexualized athletes, but less positively than sport performance athletes. These results have implications for advocacy efforts calling for more media coverage in which women are depicted as athletes rather than as sexual objects.

     

不同年龄广告名人效应的心理加工机制研究

本研究从自动化加工和控制性加工这个视角研究了名人效应的心理加工机制。实验运用加工分离程序,探讨了不同年龄阶段的受众对名人广告的信息加工模式。结果发现：(1)名人效应是一个普遍存在的现象,与用一般消费者做代言人相比,青少年、成年人(大学生)以及老年人对名人广告均明显存在更多的自动化加工,且加工水平没有年龄差异。但是,老年人的控制性加工明显低于其他两组;(2)在非注意条件下,代言人的专业化程度明显地影响了大学生组的控制性加工,但与各组被试的自动化加工都关系不大。这些研究发现为广告策略的制定带来了一些新的启示。     

How marketers can use celebrities to sell more effectively

The first part of this paper summarises the key points about the use of celebrities in advertising, sets this particular creative technique in context and demonstrates how significant its return on investment can be. In the second part the paper goes on to report a more detailed analysis of the ‘celebrity’ case histories among the winners in the IPA Effectiveness Awards, and how practitioners have applied celebrity use to brands to make exceptional impacts on profitability.     

The Saint

Today, within the Christian culture, the celebrity has replaced the idea of the saint. Very strangely, the celebrity is the dire opposite of the classic notion of the saint. Even more strikingly, the idea of celebrity runs contrary to Jesus' teachings. Of course, in Jesus' day, there were no celebrities, as we know them today. What passed for celebrities in his day were the rich and wealthy. They were the ones that everyone looked up to and admired, but Jesus tells us that they are actually the most unfortunate, and that wealth is the most dangerous of any of the idols that possess us and keep us from the fullness of life God has for us.     

Parasocial relationships and self‐discrepancies: Faux relationships have benefits for low self‐esteem individuals

The current research proposes that low self‐esteem people can use parasocial relationships to experience movement toward the ideal self, a benefit they may miss in real relationships. In Study 1, low self‐esteem undergraduate psychology students at a public university in the United States felt closest to celebrities who were similar to their ideal self. In Study 2, low self‐esteem college students primed with their favorite celebrity became more similar to their ideal selves. In Study 3, low self‐esteem college students primed with their favorite celebrity, but not a close relationship partner, became more similar to their ideal selves. Results are discussed in terms of the implications for parasocial relationships, self‐esteem, and the flexibility of the need to belong.     

Fan Behavior and Lifespan Development Theory: Explaining Para-social and Social Attachment to Celebrities

The theories of Levinson (1986 Am Psychol 41(1):3?C13) and Erikson (1959 Identity and the life cycle. WW Norton and Co, New York, 1968 Youth and crisis. WW Norton and Co, New York), Bandura??s (1986 Social foundations of thought and action: a social cognitive theory. Prentice-Hall, Englewood Cliffs) Social Cognitive Theory, and the ethological attachment theories of Bowlby (1969 Attachment and loss, Vol. 1, attachment. Hogarth, London), and Ainsworth (1978 Patterns of attachment: a psychological study of the strange situation. Lawrence Erlbaum Associates, Hillsdale) are used in a discussion of the para-social and social relationships that fans have with celebrities. Fans?? attachments to celebrities play primary and secondary roles in the developmental stages of adulthood and transitions between those stages. Celebrities are role models for adults, and attachment develops in much the same way it develops in face-to-face relationships, e.g. through proximity and familiarity with the face, voice, and manner of the celebrity. Included are examples from the fan research of the author. One conclusion is that fan attachments are often part of the normal course of adult development in the areas of identity, intimacy, and generativity. Additionally, application of Levinson??s concept of stage transitions suggested that this might be a time when relationships with celebrities are more likely to begin.     

How does celebrity meaning transfer? Investigating the process of meaning transfer with celebrity affiliates and mature brands

The influence of celebrity spokespersons has largely been examined using source models from the communication literature that feature explicit persuasive messages. Alternatively, theorizing by McCracken (1989) offers a more comprehensive explanation based on meaning transfer. Our research elaborates McCracken's model by investigating a cognitive process underlying meaning transfer. Evaluative conditioning procedures are used as the tool to expose this process. To assess celebrity influence as it may operate in the marketplace, well-known brands and well-known celebrities are featured. The results support, at the individual level, McCracken's theoretical axiom concerning meaning transfer from celebrity affiliate to brand.     

“一”人代言的魅力：品牌代言人数如何影响消费者的品牌态度

有的品牌仅邀请一位名人代言, 而有的品牌由多位名人代言, 那么一人代言还是多人代言会更有效?为了回答该问题, 研究基于形象转移视角和单人积极偏差, 深入探究了品牌代言人数因素(一位代言人vs.多位代言人)对品牌态度的影响机制和边界条件。研究发现：相比品牌多人代言, 品牌单人代言使消费者的品牌态度更高。原因在于消费者与一位(vs.多位)品牌代言人的自我-品牌联结更紧密, 进而促进品牌态度。该品牌代言人效应仅局限于象征型产品, 而对于非身份象征型产品, 品牌单人代言(vs.品牌多人代言)对品牌态度无显著差异。此外, 当多位品牌代言人为一个团体时, 品牌代言人数效应将被逆转, 即品牌多人代言(vs.品牌单人代言)对品牌态度的影响更高。     

Video Game Characters and the Socialization of Gender Roles: Young People’s Perceptions Mirror Sexist Media Depictions

Video game characters are icons in youth popular culture, but research on their role in gender socialization is rare. A content analysis of images of video game characters from top-selling American gaming magazines showed male characters (83%) are more likely than female characters (62%) to be portrayed as aggressive. Female characters are more likely than male characters to be portrayed as sexualized (60% versus 1%), scantily clad (39% versus 8%) and as showing a mix of sex and aggression (39 versus 1%). A survey of teens confirmed that stereotypes of male characters as aggressive and female characters as sexually objectified physical specimens are held even by non-gamers. Studies are discussed in terms of the role media plays in socializing sexism.     

Using Stars for Moral Navigation: An Ethical Exploration into Celebrity

What role do celebrities play in our moral lives? Philosophers have explored the potential for celebrities to function as moral exemplars and role models. We argue that there are more ways in which celebrities play a role in helping us navigate our moral lives. First, gossiping about celebrities helps us negotiate our moral norms and identify competing styles of life. Second, fandom for celebrities serves as the basis for the development of distinct moral communities and identities. Third, celebrities possess high levels of epistemic power which can be used to help change and adapt our moral norms. We will then investigate two kinds of problems that arise from using celebrities in this way. Firstly, harm is done to celebrities because they are used in the ways explained in the first part of the article; secondly, celebrity life has a distinctive nature that can affect the moral agency of celebrities. Fame, we suggest, might lead to a morally unhealthy asymmetry in human relationships. We end by discussing the ethical implications of our analysis and conclude that when using stars for moral navigation, we should take into account the harm this does to them and the distinctive nature of their lives.     

‘Wine’, Women and Song: The More Things Change…

The paper addresses the socially controversial issue of the public expression of sexuality in dance in the Caribbean. Of particular interest is the phenomenon of ‘wining’ or ‘wukkin’ up’, dancing involving pelvic gyrations. The focus is on changes taking place in societies in which there is supposedly the continued dominance of a male patriarchal figure. Can these changes be anything more than a new form of male control of female sexuality and public sexual expression? It seeks to address this question through an analysis of two songs, one a male performed classic competition winning calypso, ‘The Black Man feeling to party’ and a competition winning calypso sung by a female entitled ‘This is what we do’. The former celebrates heterosexual relationships right from the period of partner dancing courtship, through marriage, child rearing and, with child rearing achieved, a return to partner dancing. The latter exalts and justifies the behaviour of women ‘wining’ alone or on each other. The paper concludes that women are asserting ownership of their own sexuality through auto-sexual dance expression in public. Things have indeed changed.     

Too Sexualized to be Taken Seriously? Perceptions of a Girl in Childlike vs. Sexualizing Clothing

Girls in the United States are increasingly confronted with a sexualized culture, including sexualized clothing made especially for pre-teen girls. Previous research has shown that when adult women are portrayed as sexualized they are seen as less competent. In the present study we depicted a pre-teen girl in sexualized clothing to determine if similar effects would occur as have been found with depictions of adult women. One hundred sixty two male and female students from a small liberal arts college in the Midwestern U.S. looked at one of three images of a fifth-grade girl (obtained from an internet advertisement and manipulated through computer software) who was presented in either childlike clothing, somewhat sexualized clothing, or definitely sexualized clothing. Level of accomplishment was also manipulated so that the girl was described as either average or above average in accomplishment. Participants then rated the girl on ten different traits. The clothing and accomplishment manipulations significantly affected ratings of the girl’s masculine-stereotyped traits such that the girl who was portrayed as more sexualized and less accomplished was seen as the least intelligent, competent, determined, and capable. In addition, the sexualized girl was seen as perhaps “responsible” for her sexualized clothing in that she was rated relatively low in self-respect and morality. Possible implications of the sexualization of girls are discussed.