Spring Showcase for Research and Creative Inquiry
 

Document Type

Poster

Publication Date

Spring 2019

Abstract

The presence of a celebrity can influence consumer behavior. Participants were shown a photograph with a celebrity holding a beverage with the text "Owned by Ryan Reynolds" or they are shown the same photograph with no text for 30 seconds, following a questionnaire on product attitude and buying intention. Participants in both conditions had no significant differences in buying intentions and product attitude towards the product.

Comments

Faculty Adviser: Dr. Stephanie Buchert

Included in

Psychology Commons

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