The role of activism in celebrity-endorsement and advertising.

You are being invited to take part in a research study about the impact of celebrity activists on the perception of advertisements. If you volunteer to take part in this study, you will be one of about 50 people to do so.  The person in charge of this study is Jamara Haymore of University of Memphis Department of Journalism and Strategic Media. She is being guided in this research by Dr. Jin Yang. By doing this study, we hope to learn how celebrity-activism is received by consumers, to better understand the effects celebrities have on setting the messages of brands they endorse and to provide a basis for which social responsibility of celebrities can be examined. The research procedures will be conducted at the participant’s leisure and can be completed anywhere the respondent is comfortable; however, responses must be received within a week of recruitment to be analyzed. The survey will take 10-15 minutes to complete. You are asked to complete a 15-minute survey only once. Surveys will be completed in one sitting. Only open the survey when you are prepared to complete the questionnaire. Please answer all questions honestly and to the best of your ability.