Date of Completion


Degree Type

Honors Thesis - Campus Access


Marketing (MRKT)

First Advisor

Robert Winsor, Ph.D.


Advertisers commonly use a metric known as a Q-score to determine which celebrities would be most effective at endorsing a product. However, there is little research into how and why Q-scores change over time. This study will utilize four to five years worth of Q-scores for a variety of celebrities and athletes to see which actors and celebrities have seen a decrease in score over that time span. After determining this, research will be done to see why there was a significant drop in Q-score. There will also be a literature review to see what factors affect the effectiveness of celebrity endorsers. This study will help advertisers and scholars determine why celebrities have significant losses of popularity and how significantly that affects their Q-score.