Correlates of trustworthiness for celebrities
Hershey H. Friedman Ph.D., Michael J. Santeramo, Anthony Traina
Journal of the Academy of Marketing Science · 1978 · Volume 6 · Issue 4
Abstract
The widespread use of celebrities as product endorsers and company spokesmen stimulated the authors to investigate what factors underlie the credibility of these endorsers. Two studies were conducted in order to determine those attributes of a celebrity which correlate most highly with trust. In Study I, students rated 33 celebrities, who were not product endorsers, on six attributes: awareness, trust, likeableness, similarity, life style, and personal attractiveness. In Study II, members of a civic group rated 20 celebrities, who were endorsing products, on the above-mentioned six attributes plus two additional ones, talent and voting intention. Both studies demonstrated the strong relationship between trust and likeableness.
Keywords
Federal Trade Commission, Source Credibility, Civic Group, Vote Intention, Personal Attractiveness
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