Taylor Swift and Influence: Sorting out the Effects of Celebrity and
Other Political Endorsement
Abstract
In this article we examine the effect of Taylor Swift’s hypothetical
endorsement of a Public policy position. We examine this in the context
of not just the expanding literature on the effects of celebrity
endorsements, but also through the lens of Robert Cialdini’s work on the
seven factors of influence. Through a post-test only experimental survey
design we test Swift’s endorsement of a policy position, compared with
the effects of social proof, scarcity, and authority. We find that
Swift’s endorsement is at least as influential as these other elements
of influence, and possibly more so. We conclude with informed
speculation about why Swift’s value as an endorser may be particularly
high. The survey was approved by BGSU’s Institutional Review Board
(IRBNet ID Number: 2072943-2).