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From a social framework, celebrity endorsements give us something to talk about.  For example, Paris Hilton’s endorsement of “The Spicy BBQ” in 2005 still has people talking about it!

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In addition, research has found that consumers are more likely to buy a product endorsed by their favorite celeb.  This reflects both social and cultural values of our country.

From a cultural framework, celebrity endorsements are largely dependent on the many cultures of the world.  Each endorsements reflects cultural values and aspects of that specific culture.  For example, the oversexualized images of U.S. celebrity endorsements are not always appropriate or acceptable in other ares of the world.

In addition, celebrity endorsements portray the values of our culture to other countries.  A study conducted by Cho & Agrusa (2007) found that the acceptance of U.S. celebrity endorsements in other countries increase the likelihood that they would buy the product.  However, when the endorsement was not accepted or deemed inappropriate, the people of that country were less likely to buy the products.