Half of Americans Believe Celebrities Can Make a Positive Difference When They Support a Cause

NEW YORK, Nov. 5, 2013 /PRNewswire/ -- Whether it's to spread awareness of a disease or a conflict in another country, or even to help pass or stop a piece of legislation, celebrities get involved in causes hoping that their name recognition will help spur others to also get involved. Tales from Capitol Hill tell of star-struck Representatives and Senators waiting like teenage fans to hopefully meet George Clooney or Angelina Jolie as they testify in hearings on causes near and dear to them. But do these celebrities actually make a difference? Over half of Americans (53%) say that these celebrities can make a large or some positive difference to the cause they are promoting, up from 45% who said this in 2008. Just over one in five (22%) believe these celebrities can make a little positive difference for their cause and just 16% say they make no difference at all, down from 24% who said this in 2008.

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These are some of the results of The Harris Poll of 2,577 adults surveyed online between September 18 and 24, 2013 by Harris Interactive. (Full results, including data tables, can be found here)

Many of these causes have a political nature, and Democrats seem to have more star firepower for causes they believe in over Republicans. Maybe this is why two-thirds of Democrats (67%) believe celebrities make a large or some positive difference to their causes, compared to 44% of Republicans who feel this way and 48% of Independents.

Celebrities may be able to make a positive difference, but can they spur others to support their cause? One in five Americans (19%) say they have gotten more information or done anything to support a cause because of something they heard an actor, singer or other celebrity do, up from 15% who said this in 2008. Actors and singers supporting a cause may be a way to spur younger Americans to get more involved. Over one-quarter of Echo Boomers (27%) say they have done something because of a celebrity, as have 22% of Gen Xers, compared to 15% and 10% of Baby Boomers and Matures, respectively.

One issue that celebrities also have to deal with can be negative publicity to a cause. Sometimes, these stars can have a scandal or do something that hurts their reputation. Over half of Americans (55%) believe that this negative publicity can be very or somewhat damaging to the issue that celebrity is promoting, while 23% believe it can be a little damaging. Just 7% of Americans believe the negative publicity to a star would be not at all damaging to the cause they were promoting.

Brangelina on top
Certain celebrities are known for having more star power than others. And, that can translate into more light shining on a cause they may support. When asked about actors, musicians, athletes and other celebrities who are currently active in championing a cause, over one in ten Americans (12%) say Angelina Jolie has been very effective in raising awareness of her cause, followed by 5% who say Brad Pitt. Next on the list are Michael J. Fox and Bono/U2 (4% each); George Clooney, Oprah Winfrey and Ellen DeGeneres (3% each); and Jerry Lewis and Marlo Thomas (2% each).

Celebrities and Politics
Besides causes, celebrities are also becoming more and more involved in politics – not only at the presidential level, but also at the gubernatorial and senatorial levels. They endorse candidates and appear at events with them, hoping their fans will support their political choices. Americans are divided as to how good an idea this is, with 40% saying it is a bad thing and 38% believing it is a good thing; 22% are not sure if it is a good or bad thing. The star power leans Democratic, so this may be why three in five Democrats (59%) believe it is a good thing, compared to the three in five Republicans (61%) who say it is a bad thing. Among Independents, 44% say it is a bad thing, 33% believe it is a good thing and 24% are not sure.

And, with this support, there can be a change of viewpoint. Almost three in five Americans (58%) say they believe the support of a celebrity can change a person's views about which candidate to support, compared to 25% who say this support does not change a person's view. And here there is partisan alignment, as three in five Republicans (60%) and Democrats (60%), and almost three in five Independents (58%), believe the support of a celebrity changes people's views about which candidate to support.

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Methodology
This Harris Poll was conducted online within the United States between September 18 to 24, 2013 among 2,577 adults (aged 18 and over). Figures for age, sex, race/ethnicity, education, region and household income were weighted where necessary to bring them into line with their actual proportions in the population. Propensity score weighting was also used to adjust for respondents' propensity to be online.

All sample surveys and polls, whether or not they use probability sampling, are subject to multiple sources of error which are most often not possible to quantify or estimate, including sampling error, coverage error, error associated with nonresponse, error associated with question wording and response options, and post-survey weighting and adjustments. Therefore, Harris Interactive avoids the words "margin of error" as they are misleading. All that can be calculated are different possible sampling errors with different probabilities for pure, unweighted, random samples with 100% response rates. These are only theoretical because no published polls come close to this ideal.

Respondents for this survey were selected from among those who have agreed to participate in Harris Interactive surveys. The data have been weighted to reflect the composition of the adult population. Because the sample is based on those who agreed to participate in the Harris Interactive panel, no estimates of theoretical sampling error can be calculated.

These statements conform to the principles of disclosure of the National Council on Public Polls.

The results of this Harris Poll may not be used in advertising, marketing or promotion without the prior written permission of Harris Interactive.

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The Harris Poll^® #78, November 5, 2013
By Regina A. Corso, SVP, Harris Poll and Public Relations, Harris Interactive

About Harris Interactive
Harris Interactive is one of the world's leading market research firms, leveraging research, technology, and business acumen to transform relevant insight into actionable foresight. Known widely for The Harris Poll®, Harris offers proprietary solutions in the areas of market and customer insight, corporate brand and reputation strategy, and marketing, advertising, public relations and communications research across a wide range of industries. Additionally, Harris has a portfolio of multi-client offerings that complement our custom solutions while maximizing a client's research investment. Serving clients worldwide through our North American and European offices, Harris specializes in delivering research solutions that help our clients stay ahead of what's next. For more information, please visit www.harrisinteractive.comPress

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SOURCE Harris Interactive