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Consumers’ online responses to the death of a celebrity

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  • Scott Radford
  • Peter Bloch

Abstract

Humans have long been fascinated with celebrated persons. Because celebrities are usually protected, fans rely on celebrity-related products to connect to a beloved individual. As symbolic embodiments of celebrities, these related products often become cherished personal possessions. The death of a celebrity appears to strongly elevate a celebrity’s stature and increase the value of the celebrity’s products. This research examined marketplace effects of celebrity deaths using longitudinal data obtained from online auctions. Results indicated that a celebrity's death strongly boosts demand for surviving memorabilia. Marketers were also found to act with incredible speed in offering products to meet this heightened demand. These findings suggest that the effect of death on memorabilia sales varied by product type and death context. Copyright Springer Science+Business Media, LLC 2013

Suggested Citation

  • Scott Radford & Peter Bloch, 2013. "Consumers’ online responses to the death of a celebrity," Marketing Letters, Springer, vol. 24(1), pages 43-55, March.
    • Handle: RePEc:kap:mktlet:v:24:y:2013:i:1:p:43-55
    DOI: 10.1007/s11002-012-9202-5
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    References listed on IDEAS

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    Cited by:

    1. Ponzo, Michela & Scoppa, Vincenzo, 2023. "Famous after death: The effect of a writer's death on book sales," Journal of Economic Behavior & Organization, Elsevier, vol. 210(C), pages 210-225.
    2. Lady, 2019. "The Iceberg of Social Media Marketing," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 3(11), pages 525-529, November.
    3. Boeuf, Benjamin & Darveau, Jessica, 2017. "Posting from beyond the grave: An autopsy of consumer attitudes toward promotional communication in a posthumous context," International Journal of Research in Marketing, Elsevier, vol. 34(4), pages 892-900.

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