Date of Award

5-2026

Document Type

Thesis

Degree Name

Bachelor of Arts (BA)

Department

Social Sciences

First Advisor

Graham, Steven

Area of Concentration

Psychology

Abstract

The present study examined the psychological and demographic factors that influence willingness to spend on celebrity-endorsed products, with a particular focus on celebrity worship, attachment style, age, gender, and race and ethnicity. By using preexisting frameworks, the study investigated how consumer responses can be swayed by emotional and relational factors. Participants completed a survey measuring celebrity worship, attachment style, hypothetical situations about willingness to spend on celebrity-endorsed products, along with demographics. As predicted, there was a significant positive correlation between celebrity worship and willingness to spend. Although avoidant attachment was uncorrelated with key outcomes. Anxious attachment was associated with greater celebrity worship and willingness to spend on celebrity-endorsed products. A significant gender difference was found, with women reporting higher willingness to spend than men. Age was not significantly correlated with willingness to spend. Race and ethnicity could not be meaningfully examined due to lack of diversity in the sample. Overall, the findings provide helpful insights into the factors that influence consumer behavior, allowing both consumers and marketers to apply these results and examine celebrity endorsements critically.

Rights

The author has granted New College of Florida the nonexclusive right to archive, make accessible, and distribute for educational purposes this work in whole or in part in all forms of media, now or hereafter known. The copyright of this work remains with the author.

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