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Dissertation/Thesis Abstract

Celebrity Endorsements and Voting Intentions: The Role of Liking and Preference for Consistency
by Dalbey, Spencer B., M.A., California State University, Long Beach, 2017, 48; 10262805
Abstract (Summary)

The study was conducted to examine how, and under what conditions, celebrity endorsements are effective in influencing the voting behavior of 18 to 24-year-old individuals. An online survey was provided to the 188 participants. In the survey, participants looked at a Facebook page of a politician created for this study that included a celebrity’s endorsement for the politician. Following exposure to the Facebook page, participants answered questions regarding their liking for the candidate and endorser, their preference for consistency, voting behaviors, and political self-efficacy. Results from this project indicated that individuals who reported a higher preference for consistency were more likely to report positive affect toward the endorsed political candidate if they also liked the endorser. Results are further discussed as they relate to our understanding of celebrity endorsements in the realm of politics.

Indexing (document details)
Advisor: Bolkan, San
Commitee: Downey, Sharon, Heyse, Amy
School: California State University, Long Beach
Department: Communication Studies
School Location: United States -- California
Source: MAI 56/04M(E), Masters Abstracts International
Subjects: Communication
Keywords: Celebrity endorsements, Liking, Politics, Preference for consistency, Voting
Publication Number: 10262805
ISBN: 978-1-369-71587-3
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