Connecting With Celebrities: the Therapeutic Function of Celebrity Endorsement

Jennifer Edson Escalas, Vanderbilt University, USA
James R. Bettman, Duke University, USA
Consumers with compromised identities look to brands endorsed by celebrities to construct and communicate their self-concepts to a greater extent than those with less insecurity. Three studies demonstrate this for consumers whose self-esteem is threatened (1), have low levels of social complexity (2), and are under high life stress (3).
[ to cite ]:
Jennifer Edson Escalas and James R. Bettman (2012) ,"Connecting With Celebrities: the Therapeutic Function of Celebrity Endorsement", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 76-80.