Wittenborg Lecturer Unpacks Celebrity Endorsement in Gender-Based Conspicuous Consumption

12.03.2025

Cansu Kadıoğlu Explores Conspicuous Consumption Driven by Status and Self-expression

Celebrity endorsements have been a powerful tool in advertising for decades. From George Clooney promoting Nespresso to Charlize Theron gracing Dior campaigns, the influence of high-profile personalities in consumer decisions is undeniable. But how exactly do these celebrity endorsements affect consumer behaviour, particularly when it comes to conspicuous consumption (buying goods or services for the sole purpose of displaying wealth and social status)? A new study by Cansu Kadıoğlu, a lecturer at Wittenborg, sheds light on the gender-specific influences of celebrity endorsements in the context of conspicuous consumption.

Study methodology

In collaboration with Sezen Bozyigit, Kadıoğlu conducted a detailed investigation to examine how celebrity attractiveness, credibility, and expertise influence the purchasing behaviour of male and female consumers. The research surveyed 403 individuals, mainly Gen-Y and Gen-Z, with a focus on their responses to celebrity endorsements in advertising.

Key findings

The study revealed notable gender-specific differences in the impact of celebrity endorsement dimensions on conspicuous consumption. For women, celebrity attractiveness and credibility were found to significantly increase the likelihood of conspicuous consumption. These women were more inclined to buy products that symbolise status when endorsed by celebrities they considered attractive and trustworthy. However, when it came to a celebrity's expertise, the effect was quite different. For female consumers, celebrity expertise in the product category served to reduce conspicuous consumption, pushing them towards more practical and rational purchasing decisions instead of emotionally driven or status-related ones.

Male consumers, however, were predominantly influenced by celebrity attractiveness alone. Unlike female consumers, credibility and expertise were not significant drivers of conspicuous consumption for men. This suggests that, for male-targeted campaigns, advertisers should focus primarily on the allure and physical appeal of the celebrity endorsing the product.

Implications for marketing strategies

Kadıoğlu and Bozyigit's research provides great insights for businesses looking to refine their marketing strategies using celebrity endorsements. For female-targeted advertisements, focusing on both celebrity attractiveness and credibility is key to driving conspicuous consumption. However, when marketing more practical or utilitarian products, brands should leverage celebrity expertise to encourage more rational, informed purchasing decisions.

In contrast, for male consumers, brands can focus primarily on the physical attractiveness of the celebrity, as this is the main factor driving their desire for status and luxury. This approach could be especially useful in sectors such as luxury goods, fashion, and high-end technology, where social status and self-expression play a large role in purchasing choices.

As Kadıoğlu explains, "Understanding these gender-based differences in consumer behaviour can help businesses create more targeted and effective marketing campaigns, ensuring that their celebrity endorsements resonate with their audience's desires and motivations."