The desire for fame and its association with intrinsic and extrinsic aspirations
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The desire for fame appears to be an aspiration for many people, which is associatedwith material wealth, social recognition and admiration. Recently, reality TV hasprovided the opportunity for ordinary people to become famous with little effort oroutstanding achievement. A literature review revealed no scale to measure the desirefor fame that is not specifically concerned with celebrity worship, but related to theperception of lifestyle benefits associated with being famous. This study tests thedesire for fame and its association with intrinsic and extrinsic aspirations. An onlinesurvey was conducted using a sample of 507 people. Hierarchical regression suggestssignificant positive and negative relationships with extrinsic and intrinsic aspirations.The social and marketing implications of the research are discussed and suggestionsmade for future research.
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