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.
|Commitee:||Downey, Sharon, Heyse, Amy|
|School:||California State University, Long Beach|
|School Location:||United States -- California|
|Source:||MAI 56/04M(E), Masters Abstracts International|
|Keywords:||Celebrity endorsements, Liking, Politics, Preference for consistency, Voting|
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