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Association: Name: Association for Education in Journalism and Mass Communication URL: http://www.aejmc.org
Citation: URL: http://www.allacademic.com/meta/p271762_index.html Direct Link: HTML Code:

Morin, David., Tubbs, Meghan P.. and Ivory, James D.. "Celebrity and Politics: Effects of Endorser Credibility and Gender on Voter Attitudes, Perceptions, and Behaviors" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Marriott Downtown, Chicago, IL, Aug 06, 2008 <Not Available>. 2010-03-12 <http://www.allacademic.com/meta/p271762_index.html>

Morin, D. , Tubbs, M. and Ivory, J. , 2008-08-06 "Celebrity and Politics: Effects of Endorser Credibility and Gender on Voter Attitudes, Perceptions, and Behaviors" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Marriott Downtown, Chicago, IL Online <APPLICATION/PDF>. 2010-03-12 from http://www.allacademic.com/meta/p271762_index.html

Publication Type: Conference Paper/Unpublished Manuscript Abstract: While much research has examined the effects of celebrity endorsements in commercial advertising, little attention has been paid to the effects of celebrity endorsements of politicians on voter perceptions and behavior. This study expands existing research on celebrity endorsement effects in politics via a 2 (celebrity endorser credibility: high or low) X 2 (celebrity endorser gender: male or female) between-participants factorial experiment (N = 82) exploring effects of different versions of a news story describing a celebrity’s endorsement of a political candidate on participants’ voting attitudes, perceptions of candidate credibility, and voting behavioral intent. Although participants perceived credibility differences between the high- and low-credibility celebrities, neither endorser credibility nor endorser gender impacted attitudes toward the endorsed candidate, perceptions of the candidate’s credibility, or intended voting behavior. Conceptual relationships to other studies on celebrity endorsement effects are discussed, as are implications, limitations, and directions for future research.

Heuristic and Systematic Biased Processing of Political Messages: Effects of Candidate Preference and the Level of Interest in Politics on Attitudes toward Issues

Public Attitudes About Political Participation on the Internet: Do People Perceive Political Activities Performed Online and Offline to be Equally Effective?

Towards Cultivating a Better Understanding of Political Behavior – Comparing Region, Race, and Attitudes on Political Participation