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Celebrity worship among university students in Malaysia: a methodological contribution to the Celebrity Attitude Scale

Swami, Viren and Chamorro-Premuzic, Tomas and Mastor, Khairul and Siran, Fatin Hazwani and Mohsein, Mohammad and Said, Mohammad and Jaafar, Jas Laile and Sinniah, Dhachayani and Pillai, Subash K. (2011) Celebrity worship among university students in Malaysia: a methodological contribution to the Celebrity Attitude Scale. European Psychologist, 16 (4). pp. 334-342. ISSN 1016-9040

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Official URL: http://dx.doi.org/10.1027/1016-9040/a000029

Abstract

The present study examined conceptual issues surrounding celebrity worship in a Malay-speaking population. In total, 512 Malay and 269 Chinese participants from Malaysia indicated who their favorite celebrity was and completed the Celebrity Attitude Scale (CAS) as well as a range of demographic items. Results showed that the majority of Malay and Chinese participants selected pop stars and movie stars as their favourite celebrities, mirroring findings in Western settings. In addition, exploratory factor analysis revealed a three-factor solution of the CAS that was consistent with previous studies conducted in the West. Structural equation modeling further revealed that participant’s age was negatively associated with celebrity worship and that self-rated attractiveness was positively associated with celebrity worship. Overall, the present results suggest that celebrity worship in Malaysia may be driven by market and media forces, and future research may well be guided by use of the CAS.

Item Type:Article
Research Community:University of Westminster > Social Sciences, Humanities and Languages, School of
ID Code:9902
Deposited On:26 Sep 2011 14:33
Last Modified:05 Jul 2012 12:37

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