Hilary Teeter

Document Type

Honors Project

First Advisor

Dr. Michele Strano

Degree Award Date

Spring 2008


Celebrity Endorsement, Impact, Frequency, Brand Exposure, questionnaires, free recall, cognitive connection


Social Psychology and Interaction | Sociology | Sociology of Culture


Celebrity endorsements are a form of brand/product advertising. Over the past several decades incorporating celebrities into brand advertising has become a more common form of drawing attention to brand, products and services. I sought to discover whether audiences associated the celebrity with the endorsed product, even when the celebrity was not directly endorsing it. I conducted three online questionnaires that allowed me to evaluate whether people thought of the endorsed item when they saw the celebrity endorser without the product. Results demonstrated that there are differences between remembering, prompted recalling, and freely recalling celebrity endorsers; however the free recall demonstrated there is not a significant cognitive connection between the celebrity and their product.