A study on the effects of celebrity endorsements on consumers was on display in the student union for the Celebration of Student Creativity and Research.
The study done by students Doug Carson, Taylor Weaver, and Justin Wolstenholme surveyed 256 NKU students and asked what they thought about celebrity endorsements and if they made them want to buy the product more. They found that those endorsements aren’t actually the driving force behind the sale of a product.
Reasonable prices actually drove the NKU consumer to buy a product than a celebrity endorsement, something sponsor Austin Lee found surprising.
“I thought it was very interesting that amongst college students price was the driving force behind buying a product,” Lee said.
The study also found that students don’t believe that celebrities don’t actually use the products that they are endorsing. Instead of trusting a famous person, they actually turn the opposite direction.
The survey had mostly a women based sample, with 197 subjects being females and only 59 being males. Nearly 96 percent of the sample was Caucasian as well.
While some may question the diversity of the sample, Lee doesn’t think the answers would have varied that much had the sample been different.
“I think you would find that the results would remain relatively the same,” Lee said.
While the students were not able to attend the event, Lee was impressed with their work on the project and very interested in the results.
“It was a great project,” Lee said. “I’m very proud of these students.”