Towards an international understanding of the power of celebrity persuasions: a review and a research agenda

Research into advertising using celebrity has been undertaken for nearly 40 years. It has principally used surveys and experiments to explore how consumers respond to celebrity advertisements. A recent meta-study of 32 papers has demonstrated that different populations respond in different ways to celebrity endorsements. Specifically, both US subjects and college students are more likely to respond in a significant way to the presence of celebrity than subjects who are not from the US, or who are not studying at college. Given that the nationality and student status of subjects matter, this article explores the make up of the samples that have been used to examine celebrity advertising. The article finds that these samples are not representative of US populations (because so many are students), nor of populations outside the US (because so few live beyond it). Furthermore, the history of dominance of US-based student samples, and the citation practices which keep them circulating in academia, suggests that theories of celebrity advertising have for a long time been excessively influenced by ideas tested on this unrepresentative group. This fact will limit the applicability of research into celebrity advertising to the wider world. I explore whether this matters, and how deficiencies might be addressed in further research.