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EXHIBIT 2
How experts evaluate celebrity endorsers

	Relative importance of
	celebrity selection
Overall celebrity	criteria within
selection categories	overall categories	Mean values *
Celebrity	Trustworthiness	2.19
credibility	Expertise	2.67
	Uses the product	2.76
(most important	Composed	4.17
category)	Many endorsements	4.40
	Outgoing and bold	4.71
Celebrity/audience	Audience aspired to be like
match-up	the celebrity	1.88
	Values	2.40
(tied for second	Audiences see themselves as
most important	being like the celeb	2.70
category)	Appearance	3.95
	Biographical background	4.10
Celebrity/product	Image	1.53
match-up	Reputation	2.23
	Values	2.60
(tied for second	Appearance	3.77
most important
category)
Celebrity	Easy to recognize	1.60
attractiveness	Likable/friendly	2.55
	Social association	3.19
(next most	Physical attraction	3.59
important category)	Occupational association	4.00
Additional	Endorsement fee	2.00
considerations	Publicity risk	2.12
(next most	Life cycle stage of product	3.23
important category)	Probability of hiring celeb	3.71
	Exclusive representation	3.91

* The lower the mean value, the more important is a celebrity-selection criterion within a category. These means are averages of respondents' rank-ordering of items within the overall celebrity selection categories and therefore can be compared within but not across classifications.