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American consumers insist that they are not swayed by celebrity endorsements. When asked by Adweek/Harris Interactive what their response is when a product or service is endorsed by a celebrity, more than three-quarters answered that it has no impact on their intent to buy. Just 4 percent said it makes them more likely to purchase.
Gender and age made little difference to the responses. The only notable variation was that nearly one in five of those aged 55 plus were less likely to buy something precisely because a celebrity had endorsed it.
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