Celebrity Influence
The first analysis that was conducted was based off of the multiple choice questions at the beginning of the survey. Two questions that were placed into a cross-tabulation analysis; these questions produced responses about whether or not participants’ are more inclined to purchase a product if it is promoted by a celebrity that they like and whether or not the participants believed their subconscious plays a role in the selection or negation of a product (See Table 1).
Of the 36 respondents, ten answered that celebrity promotion would “probably not” have an effect on their product choice, while simultaneously responding that their subconscious “probably [does]” have an influence on their product selection. This cross-tabulation demonstrates that while most would consciously answer that they are not influenced by others, they also know that some things cannot be controlled, such as our subconscious, and therefore contradict themselves without intending to. People have the basic need to feel that they belong. However, most people don’t want to feel that they are being persuaded to act in a certain way. This may be the reason that some consumers would deny being persuaded by a celebrity as they are well aware that celebrities are often paid to promote products in advertisements. This may also be why micro-influencers, like ones seen on TikTok, are becoming more influential than celebrities themselves. Although still paid some of the time, micro-influencers often promote products that they actually use and enjoy, giving consumers a sense of authenticity, proven to be of very high value. When following the lead of a creator like this, people do not feel as controlled as they do when attempting to be convinced by a celebrity endorsement. Consumers want to feel that they are in control and making conscious decisions about the products that they are buying. Unfortunately, products are often deceptive and can alter the perceptions of consumers.