Consumers develop complex relationships with celebrities to construct identity, new study shows

(Phys.org)—Marketers and advertisers know celebrities influence consumers' purchasing decisions, but a new study by a marketing researcher at the University of Arkansas and her colleague in the United Kingdom suggests that consumers take an active role in using celebrities to help them build their own identities and self-images, rather than merely passively receiving meanings and messages from celebrities and incorporating them into their lives.

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