When it comes to medicine, the power of persuasion exerted by celebrities can be used for good (e.g. raising money for disease research) or ill (e.g. promoting dubious treatments.) A new review study explores the many reasons why we follow celebrity advice, including classical conditioning, herd mentality, a desire to raise one’s own social status and the power of social networks.
Original research article published in British Medical Journal (Christmas Edition) on December 17, 2013
Names and affiliations of selected authors:
Steven Hoffman, Department of Clinical Epidemiology & Biostatistics,
McMaster University
Additional resources:
Press release from British Medical Journal
