Cozying Up to the Kardashians: a Theory For Consumers’ Affinity Towards Celebrity Gossip

Consumers facing a social exclusion threat exhibit an increased propensity to consume celebrity gossip. This effect is mediated by a desire to affiliate with close others triggered by the exclusion threat. Celebrity gossip provides a means of affiliating with celebrities, who are often perceived as “friends.”

Citation:

Jayant Nasa, Tanuka Ghoshal, and Raj Raghunathan (2018) ,"Cozying Up to the Kardashians: a Theory For Consumers’ Affinity Towards Celebrity Gossip", in AP - Asia-Pacific Advances in Consumer Research Volume 12, eds. Shailendra Pratap Jain, Akshaya Vijayalakshmi, and , Duluth, MN : Association for Consumer Research, Pages: 79-79.