Date of Publication

Spring 2012

Document Type

Undergraduate Project

Professor's Name

Emily Dane-Staples


Celebrities have been used as endorsements for years and have often been heralded as the best way for a company to sell their product through advertisements. Professional athletes are known around the globe as the most recognizable celebrities. Numerous studies have been completed in order to find the effects that athlete endorsements have on consumer spending. These studies have discovered changes in purchasing behaviors based on youth, gender, race and geographic location. Yet, there are limited sources that explain the effects on college students and their purchasing intentions. A sample of St. John Fisher College students was used to examine the effects that athletes have in endorsing products on college students. The results have shown students in college are less affected by athlete endorsements than other age groups.