Understanding celebrity influence on today's consumers : the role of consumer personality

Date
2006-05
Authors
Hong, Seung-min
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Abstract

Consumer personality is oftentimes the key to understanding different consumer behaviors. However, little is known about how a consumer's personality characteristics impact the consumer's susceptibility or response to celebrity endorsements. Therefore, the study reported in this thesis began with a fundamental question: "Are consumers' personality characteristics related to their responses to celebrity endorsement advertising?" Results of this study suggest that consumer personality is indeed associated with consumer susceptibility to celebrity endorsement. As a starting point, this study highlights the need for future research in this area that incorporates this consumer component as well as the celebrity and the product.

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