January 21, 2019 by admin
Of 500 people surveyed, one-in-three reported a moderate or high desire for fame and getting on Big Brother was the most desirable way to achieve it.Move over subliminal messaging and slick product taglines, marketers have a new arrow for their advertising bows.
A Perth researcher has developed a scale that measures just how obsessed people are with celebrities and believes it will help tap into people’s desire for fame.
“We had to go down the road of developing a scale that questions what people are looking for when they put themselves in The Biggest Loser or on YouTube,” Dr John Gountas, associate professor of marketing at Murdoch Business School said.
“What it is that people perceive as fame; how they do it and why they do it.”
The research noted that the advent of reality TV shows featuring “everyday people” who then become famous with little perceived effort had made fame seem more attainable.
The Murdoch University researcher found that people desired fame because they saw it as a vehicle to satisfy personal goals like material success, a better lifestyle and increased social standing.
“If somebody is interested in fame, what they basically want is some kind of social feedback that says they’re somebody recognised,” Dr Gountas said.
“It gives them a sense of importance and public approval.”
The “fame scale” Dr Gountas developed features six statements with which participants can agree or disagree, including “If I were famous I would be happier” and “I would like to be famous because other people would perceive me as having more power and influence”.
Dr Gountas said that a strong desire for fame often reflected emotional insecurity.
“Some are pretty weak psychologically,” Dr Gountas said.
“They perceive that fame will deliver them to achieve materially successful life and social kudos. Some of them are deluded in thinking it will cause them to be liked and loved and accepted.”
Of 500 people surveyed, with a lengthy 79-question survey, one-in-three reported a moderate or high desire for fame and getting on Big Brother was the most desirable way to achieve it.
A general admiration for Big Brother contestants who had gone on to become famous appeared in the results and it was noted this could be due to people hoping to reconstruct a new identity for themselves.
Males proved more fame-hungry than females and 18 to 25’s desire social recognition and fame more strongly than a second 26 to 35-year-old group.
“For those with a desire for fame, the quick rise to celebrity through participation in reality TV shows seems to be particularly appealing for young males,” the research notes.
“This may reflect a need for social attention and acceptance, which is the promise of many marketing campaigns.”
So what can marketers do with this?
“If someone has a strong need for public recognition, advertisers can find creative ways to give them that,” Dr Gountas said.
“Social approval and recognition are far stronger persuaders that messages about prices, model features, alloyed wheels, petrol consumption and speed acceleration per second, etc.
“Most people seem to care more about themselves and their own personal identity and reputation, than external product features and tangible product benefits.” Follow WAtoday on Twitter
This story Administrator ready to work first appeared on Nanjing Night Net.
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