Men Seeing Stars: Celebrity Endorsers, Race, and The Male Consumer

Abstract

This project explores attitudes of males of different ages toward black and white celebrity endorsers. Using advertisements for a men’s fragrance, the authors determine that although males of various age cohorts have similar perceptions of a celebrity’s credibility, likability and attractiveness, once paired with a product in an advertisement, attitude measures diverge. Older white male consumers have significantly more positive attitudes toward products endorsed by white celebrities versus black celebrities while young males make no such distinction. A key explanation for this difference lies in the self-focused value orientation of younger males. Multiple study iterations replicate results and reinforce findings.