The score 1 represented the option strongly disagree while option 7 on the scale represented the category strongly agree. Despite the generally positive aspects of endorsement on the evaluation of products, in some cases, celebrities cannot substantially help promote products. Respondents were then asked to answer 11 items from the escap. Pdf intensepersonal celebrity worship and body image. He is a psychologist, author, researcher, and expert in mental health online, and has been writing about.
An investigation of demographic correlates of the celebrity attitude scale the celebrity attitude scale cas has been widely used in the last 15 years, but little is known about how ethnicity and socioeconomic status relate to scores on this scale. In the first of two studies, we showed that a sample of africanamerican college students had more favorable attitudes toward their favorite celebrities than a sample of white college students. The ranking of certain product attributesbenefits as deemed important by the respondents is obtained through the scale. Results showed that the majority of malay and chinese participants selected pop. Apr 01, 2020 contrary to our prediction, participants randomly assigned to read a brief script of a positive, compared to a negativeimaginary dream about their favorite celebrity did not score higher on the celebrity attitude scale cas. The rasch nature of the items defines celebrity worship as consisting of three qualitatively different stages. In total, 512 malay and 269 chinese participants from malaysia indicated who their favorite celebrity was and completed the celebrity attitude scale cas as well as a range of demographic items. Pengalaman buruk kpop idol pada saat mengunjungi indonesia, seperti fans yang mengerumuni, mendorong, menarik, mencakar, hingga menyentuh bagian dada dan bokong.
The role of media figures in adolescent development. The attitude towards promotion done by micro celebrities varied according to the type of marketing tool. Threesamples,229102malesand127femalesadolescents,18388males and 95 females fulltime university undergraduate students, and 289 126 males and 163 females adults were administered an amended version of the celebrity attitude scale, the attention to body shape scale, and the. An investigation of demographic correlates of the celebrity attitude. The 17item version of the celebrity attitude scale cas developed by mccutcheon, lange, and houran 2002 was used to measure participants level of celebrity worship. Overall celebrity attitude scale cas scores correlated positively with eysenck personality questionnairerevised. Popularity was measured with one item, asking participants to rate the popularity of the influencer. Likert items and scales rob johns university of strathclyde 1. The effects of celebritybrand congruence and publicity on. The hypothesis that machiavellianism is inversely related to celebrity worship was not supported. In the first of two studies, we showed that a sample of africanamerican college students had more favorable attitudes toward their favorite celebrities than a sample of.
Second, the study seeks to identify the mediating role of religiosity on consumers. Pdf conceptualization and measurement of celebrity worship. It also shows evidence for the concurrent validity of the iwq with another measurement on idol worship, the celebrity attitude scale cas. School involvement scale items resulted in cronbachs alpha of. Mar 29, 2019 marketers use celebrity endorsements to make advertisements believable and to enhance consumer recognition of the brand name. Problematic is the absence of a conceptual definition for celebrity worshiper and how this term relates to use of the term fan. The celebrity endorsement survey, conducted over 2019 respondents across 12 metros and small towns in india, claims that 86 per cent of the respondents say the most prominent ad that they remember has a celebrity in it, but only 3 per cent feel that celebrity endorser of a brand affects their buying decision. Sep 10, 2018 a brief report on celebrity attitude scale data collected in the philippines. Revised date 4 october 2006 5 the acceptance and action questionnaire aaq2 author. Pdf an investigation of demographic correlates of the. Short and valid instruments for measuring factors facilitating or hindering implementation efforts are called for. The present study examined conceptual issues surrounding celebrity worship in a malayspeaking population.
A person who is involved in communicating the marketing message either in direct or indirect manner is known as the source belch and belch, 1995. It is more powerful than a nominal scale in that the numbers possess the property of rank order. Specifically, the overall scale, and subscales plausibly, and significantly except perceived difficulty differentiated between lowreform and higorm practice instructors, and explained 28% of the variance in teaching practice. To test this idea, the authors administered the celebrity attitude scale and the abbreviated form of the revised eysenck personality questionnaire to large convenience samples of students n 317 and community n 290 respondents. The purpose of the current investigation was to examine the direct and indirect influences of the two dimensions of personality extraversion and neuroticism on body image, being mediated by celebrity worship, among adolescents in bangkok. Dehradun abstracts the practice of celebrities being used for rendering services other than performing their actual job as either an actor or an athlete, such as endorsements has proliferated over time. Scales of celebrity worship used by the author are a modified research scale belongs to 3. Pdf a brief report on celebrity attitude scale data. Celebrity worship syndrome has been described as an obsessiveaddictive disorder where an individual becomes overly involved and interested i.
The effectiveness of celebrity endorsement in aspiring new. Celebrity worship among university students in malaysia. This general hypothesis was tested in a sample of 102 participants who completed the celebrity attitude scale l. Most of the survey question were measured on a 7point scale. The purpose of this study is twofold, first, the study aimed at investigating the impact of celebrities credibility on advertising effectiveness by examining the celebrity attributes that are likely to influence consumer attitude towards celebrity endorsed tv advertising and their purchase behaviour. For the purpose of this study, and based on the findings in study 1, three subscales were computed from the scale. The level of body satisfaction measured by the body appreciation scale bas was negatively associated with the acceptance of cosmetic surgery. The celebrity attitude scale the purpose of this survey is to identify your views about famous persons.
Almost everyone would recognise this type of survey. An attitude scale, is a tool prepared for the purpose of measuring peoples attitude to an issue is called attitude scale. Development and validation of a scale for measuring. However, once a direct link has been formed from a celebrity to a brand, the negative information about the celebrity may reflect on to the endorsed brand.
Regulatory motivations in celebrity interest american psychological. Data retrieval uses purposive sampling and snowball sampling techniques. Pdf celebrity worship, addiction and criminality john. Scale items for celebrity endorsements were adopted from sprys study 2009. Psychologists have indicated that though many people obsess over film, television, sport and pop stars, the only common factor between them is that they are all figures in the public eye. The association of celebrity worship with problematic. There are no right or wrong answers, so please answer as openly and thoughtfully as you can. Pdf the celebrity attitude scale was given to 600 college students from the manila area in the philippines. Us research carried out on a small sample in the early 2000s by lynn mccutcheons team using the celebrity attitudes scale suggested a single celebrity worship dimension. The statistical techniques were used the mean, standard deviation, tvalue. Dec 24, 2010 this subset was dubbed the celebrity worship scale cws. An investigation into the relationship between celebrity. Celebrity worship social comparisonsocial media use celebrity attitude scale social comparison orientation scale. The items also showed no celebrity bias, indicating that cws applies equally to acting, music, sports, and other celebrities.
Using these types of scales, investigators have examined various collegestudent and community samples. The relationship between celebrities credibility and. The celebrity attitude scale designed by mccutcheon et al 2002 for measuring celebrity worship syndrome. Construct validity of the attitude scale was established.
An investigation of demographic correlates of the celebrity. The purpose of this paper is to analyze the effectiveness of celebrity endorsement effect in an aspiring new celebrity. Intimate relationships and attitudes toward celebrities dialnet. Celebrity endorsement is a phenomenon widely used by companies and studied by researchers. The scale was developed by the celebrity attitude scale cas 2. Abstract the celebrity attitude scale, quest scale, and the ageuniversal ie scale12 were given to 307 british participants in an attempt to provide further psychometric validation of the former continue reading. Abstract two studies assessed the relationship between celebrity worship and i addiction n 59 and ii criminality n 2158. The celebrity attitude scale cas has been widely used in the last 15 years, but little is known about how ethnicity and socioeconomic status. Contrary to our prediction, participants randomly assigned to read a brief script of a positive, compared to a negativeimaginary dream about their favorite celebrity did not score higher on the celebrity attitude scale cas. The celebrity attitude scale cas is a 23item scale, which includes the measure of three 3 different levels namely. The aim of this study was to extend the scope of investigation of previous research on psychological correlates by exploring the association of celebrity. Aug 28, 2016 the level of body satisfaction measured by the body appreciation scale bas was negatively associated with the acceptance of cosmetic surgery.
This study uses measuring instruments that is whoqolbref indonesia version adapted from purba 2016 to measure quality of life, and also the translated version of celebrity attitude scale cas from maltby et al. Ict teaching attitude scale icttas developed and standardized by t. The term celebrity refers to an individual who is known to the public actor, sports figure, entertainer, etc. Study of impact of celebrity endorsement on consumer buying. Im your number one fan a clinical look at celebrity worship. Overall celebrity attitude scale cas scores correlated positively with eysenck personality questionnaire revised epqr addiction and criminality subscale scores. Likert scale other bibliographies cite this for me. Regarding the constructs theoretical status, three principal possibilities are.
Dari pengaruh hallyu wave menyebabkan beberapa masalah bagi fans kpop di indonesia. Informacion del articulo intimate relationships and attitudes toward celebrities previous research indicates that persons who selfreport a high level of preoccupation with celebrities tend to have lower levels of wellbeing. A brief report on celebrity attitude scale data collected in the philippines article pdf available march 20 with 2,355 reads how we measure reads. Influencer likeability was measured using 3 items from dimofte, forehand and deshpande 2004. The health belief model and number of peers with internet addiction as interrelated factors of internet addiction among secondary school students in hong kong. The attitudes toward research atr scale that was created by the authors of this paper, consisted of items listed on a 7point likert scale. The respondents completed a questionnaire that measured the respondents perception of celebrity s expertise, celebrity brand fit, attitude towards advertisement, attitude towards brand and purchase intention. A brief report on celebrity attitude scale data collected in the philippines. The us participants were mental health service providers n. Dec 23, 2016 the celebrity attitude scale cas has been widely used in the last 15 years, but little is known about how ethnicity and socioeconomic status relate to scores on this scale. Based on the findings from this study, it is suggested that future research investigates the. Ordinal scales are the simplest attitude measuring scale used in marketing research.
Conceptualization and measurement of celebrity worship. Celebrity worship syndrome cws is an obsessive addictive disorder in which a person becomes overly involved with the details of a celebrity s personal and professional life. The results showed that the factors like locality and gender of the of teachertrainees influence attitude towards information and communication. Intimate relationships and attitudes toward celebrities. Findings reveal that individuals with high scores on celebrity worship scales tend to display a. Rohrmann risk attitude scales 5 either a onedimensional attitude towards risktaking with two poles risk propensity vs risk aversioncautiousness can be assumed. However, no previous studies have examined the factor structure of this instrument. This scale comprised 23 items measured on a 5 point likert scale 5strongly agree, 1strongly disagree. The scale was adapted for the present study to measure worship of celebrities in general rather than worship of a specific celebrity. Method three samples, 229 102 males and 127 females adolescents, 183 88 males and 95 females fulltime university undergraduate students, and 289 126 males and 163 females adults were administered an amended version of the celebrity attitude scale, the attention to body shape scale, and the body shape questionnairerevised. The illness attitude scale ias was devised to assess hypochondria and abnormal illness behaviour and described as having nine sub scales kellner, abridged manual of the illness attitude scale, 1987. The celebrity attitude scale cas has been widely used in the last 15 years, but little is known about how ethnicity and socioeconomic status relate to scores on this scale.
It is a persons predisposition to respond favorably or unfavorably to activities, people, events, and objects. This article describes 1 the adaptation of a shorter version of the evidencebased practice attitude scale ebpas50 items, and 2 the psychometric properties of the shortened version in both us and norwegian data. The ubiquitous likert item the question above, taken from the 2007 british social attitudes survey, is an example of a likert item. An attitude scale is designed to provide a valid, or accurate measure of an individuals social attitude.
Psychologists have indicated that though many people obsess over film, television, sport and pop stars, the only common factor between them is that they are all figures. Applying the sor model and the balance theory, the purpose of this study is to investigate the effects of. John grohol is the founder and editorinchief of psych central. Pdf a brief report on celebrity attitude scale data collected in the. Im your number one fan a clinical look at celebrity. This subset was dubbed the celebrity worship scale cws. The effects of celebrity endorsement in advertisements. Opinion leadership was measured by an adapted version of the fouritem scale of flynn, goldsmith and eastman 1996.
Extreme celebrity worship, fantasy proneness and dissociation. The purpose of this survey is to identify your views about famous persons. Houran, 2002, the entertainmentsocial, intensepersonal, and borderline pathological subscales, and 6 cognitive measures that included creativity verbal, crystallized intelligence, critical thinking. A likert scale analysis and critique of university student pedagogical activity preferences. The purpose of this study is twofold, first, the study aimed at investigating the impact of celebrities credibility on advertising effectiveness by examining the celebrity attributes that are likely to influence consumer attitude towards celebrityendorsed tv advertising and their purchase behaviour. Originally termed the celebrity worship scale, this instrument is a 34item likerttype scale in which respondents are asked to indicate their attitude towards a favourite celebrity that they themselves have named using a number of items that use a response format. Background and aims celebrity worship, defined as an obsessive fascination with a famous person, has been associated with several mental health problems, such as symptoms of depression and anxiety, dissociation, and body image concerns. Pdf celebrity worship, cognitive flexibility and social. Marketers use celebrity endorsements to make advertisements believable and to enhance consumer recognition of the brand name. Participants who selected the freudian interpretation of dreams as most true scored higher on the cas than those. Associations between attitudes toward cosmetic surgery. The evidencebased practice attitude scale36 ebpas36.
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