The Construction of Ordinary Celebrity

John Deighton, Harvard Business School, USA
Leora Kornfeld, Harvard Business School, USA
We examine consumer’s participation in the construction of celebrity grounded in “intrinsic ordinariness.” We compare cases of such celebrities managed by economic insurgents versus economic incumbents, and contrasts processes that consumers initiate versus those to which they respond.
[ to cite ]:
John Deighton and Leora Kornfeld (2011) ,"The Construction of Ordinary Celebrity", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.