The Norm-Activating Power of Celebrity

Abstract

Social Psychology Quarterly retracts the article “The Norm-activating Power of Celebrity: The Dynamics of Success and Influence,” by Siegwart Lindenberg, Janneke F. Joly, and Diederik A. Stapel, which appeared in the March 2011 issue (74(1):98–120; DOI: 10.1177/0190272511398208). This retraction stems from the results of an investigation into the work of Diederik A. Stapel (https://www.commissielevelt.nl/noort-committee/publications-examined/), which finds strong evidence of fraud in the dataset supplied by Stapel. His coauthors had no knowledge of his actions and were not involved in the production of the fraudulent data. On the basis of previous evidence, we reasoned that even if people do not identify with celebrities, these celebrities can influence their behavior by activating bundles of social norms. Activating a norm means making both content and “oughtness” of the norm more directly relevant for behavior. We further reasoned that in order to have this norm-activating effect, celebrities have to have prestige. The question is whether they need to be seen as successful in order to have this effect. In four experimental studies, we examined the effects of a normative message presented by a celebrity on the activation of a target norm and of related and unrelated norms. As predicted, the normative message activated both target and related norms and did not activate unrelated norms. Also as expected, this ability to activate norms vanished entirely when the celebrities were tarnished by waning success. This result also shows that “success” and “lack of success” of a celebrity can be the result of relatively minor differences in media reporting. As expected, the norm-activating effect of celebrities was not mediated by self-reported measures of seeing celebrities as role models or of identifying with them. Implications for the impact of someone’s environment on norm conformity beyond positive and negative sanctions are discussed.

An experimental study of the bandwagon effect in conspicuous consumption

“…The influence of media figures on conspicuous consumption also connects with the activation of goals and norms (Lindenberg, Joly, & Stapel, 2011). The media figures enhance willingness to purchase and display the luxury brands via the activation of materialistic goals.…”

“…People who want to be like celebrities are prone to adopt their attitudes and behavior, but not only those. The media figures activate mental constructs, including goals and norms (Lindenberg, Joly, & Stapel, 2011). Media figures induce predominantly materialistic goals -wealth, fame and popularity.…”

Giving for a Worthier Cause? Factors Influencing Changes to Charitable Giving Allocations

“…Several studies suggest a celebrity's followers can be influenced by that celebrity (Lindenberg, Joly and Stapel, 2011). Celebrity followers will be more open to a celebrity's endorsement because of the celebrity's "recognition, prowess and credibility" (Abdussalam, 2014).…”

“Celebrities to lean on!” Perceived celebrity support across two cultures—Iran and the United States

“…Celebrities occupy an increasingly prominent role in modern culture (McCutcheon & Aruguete, 2021). Celebrity research shows that, whether or not people personally identify with celebrities, celebrity culture affects society in powerful ways, through the establishment of social norms conveying how people ought to behave (Lindenberg et al, 2011). Academic research has responded to the increase in celebrity popularity by examining the harmful and, to a lesser extent, beneficial aspects of celebrity culture (e.g., Brooks, 2021; Hoffman et al, 2017).…”

“…Celebrity fundraising and collaboration with relief agencies following catastrophes have been elevated in recent years (e.g., Heidari et al, 2019). Celebrity philanthropy is known to increase community philanthropic contributions (the celebrity‐lift hypothesis; Harris & Ruth, 2015; Peterson et al, 2018), perhaps by activating the norm that charitable giving is the right thing to do (Lindenberg et al, 2011).…”