An investigation of demographic correlates of the Celebrity Attitude Scale

Abstract

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 African-American college students had more favorable attitudes toward their favorite celebrities than a sample of White college students. However, there was no control for the possibility that the two samples were unequal with respect to socioeconomic status. The second study controlled for that possibility, and added samples of Hispanic and Asian college students. Results showed that African-American participants again had more favorable attitudes toward their favorite celebrities than Whites did, with Hispanic and Asian-American participants falling in between the two extremes. Socioeconomic status was unrelated to CAS scores. African-Americans tended to select African-American celebrities as their favorites, and Whites tended to choose Whites, with Hispanic and Asian-Americans showing no ethnic preferences. Strength of identification with one’s ethnic group was unrelated to ethnic concordance in choosing a favorite celebrity, but strength of identification with one’s ethnic group decreased as favorable attitudes toward one’s favorite celebrity increased. We discussed why African-American participants might report more attachment to their favorite celebrities than White participants.