Celebrity Influences on Consumer Decision Making: New Insights and Research Directions

Abstract

Throughout human history, people expressed admiration for heroes who possessed extraordinary abilities and achieved superhuman goals. For many, modern-day celebrities fulfil this role and are prominent in various marketing communications activities. This paper addresses the literature review gaps and provides an in-depth review of the psychological and social psychological perspectives which are relevant to the celebrity endorsement literature. The contributions of this paper consist of a detailed analysis of most important consumer-celebrity relationships, key emotional drivers (e.g., envy and admiration) of celebrity influence and the development of an original conceptual model. The conceptual model pulls together the past research and identifies new research gaps, which synthesises different research perspectives and provides a sound theoretical basis guiding future researchers and marketing managers.