ABSTRACT

This Experimental study used 2x2 factorial between subjects design to test the effects of
Celebrity Origin and National Identity on Celebrity Worship. The researchers gathered eightyfour (84) first year AB and BS Psychology students from De la Salle University-Dasmarinas to
participate in the study. The participants were first asked to take the National Identity Scale,
which was developed by the researchers, in order to measure their National Identity Levels. After
obtaining the results from the scale, the participants were divided into two groups: the first group
which consisted of participants with High National Identity, and the second group which
consisted with those who had Low National Identity Levels. Afterwards, the groups were then
further divided into four groups according to the Origin of the Celebrity which they will be
exposed to (i.e. Local Celebrity-High National Identity, Local-Celebrity-Low National Identity,
Foreign Celebrity-High National Identity, and Foreign Celebrity-Low National Identity). The
participants were exposed to different videos of the Celebrity which was assigned to them. After
presenting the videos, the participants were asked to answer the Celebrity Attitude Scale (CAS).
The results were tested through Two-way ANOVA and showed that between the two (2) factors,
only the National Identity has a significant effect on Celebrity Worship. It was also found out
that Celebrity Preference was significantly correlated with Celebrity Attitude, and National
Identity is not significantly correlated with Celebrity Preference.

Keywords:

Celebrity Origin, National Identity, Celebrity Worship, Celebrity Preference,

Local and Foreign Celebrity