Examining How Celebrity Admiration Influences Decision Making

Abstract

The process of decision making has been examined for several years. Additionally, the link between intelligence and decision making has found a negative correlation between impulsivity and intelligence. While relatively new, the scientific study of attitudes toward celebrities adds a plethora of information regarding the link between cognitive measures and celebrity admiration. To date, there is no known study determining how decision making styles relate to intelligence as well as if there is a relationship between decision making styles and celebrity admiration. The main purpose of this study is to examine the psychometric properties of the General Decision-making Scale (GDMS) and find out if any relationship exists between celebrity admiration and decision making. We administered the Celebrity Attitude Scale (CAS-D), brief measures of crystallized and fluid intelligence, and the General Decision- making Scale (GDMS) to 143 college students. We compared the five subscales of the GDMS to the celebrity and intelligence measures. As expected, Rational decision-making was negatively correlated with Avoidant and Spontaneous decision-making styles. Avoidant and Spontaneous decision-making styles were positively related to each other. Avoidant decision-making was positively correlated with attitude toward one’s favorite celebrity. Results were discussed and recommendations for further research were offered. These findings continue to contribute to the scientific conversation about influences on decision making.

Keywords

• decision-making
• intelligence
• celebrity attitude