Desire for Fame: Scale Development and Association with Personal Goals and Aspirations

John Gountas, Sandra Gountas, Robert A. Reeves, Lucy Moran

Research output: Contribution to journalArticle

20 Citations (Scopus)

Abstract

The desire for fame appears to be an aspiration for many people, which is associated with material wealth, social recognition, and admiration. Recently, reality TV has provided the opportunity for ordinary people to become famous with little effort or outstanding achievement. A literature review revealed no scale to measure the desire for fame that is not specifically concerned with celebrity worship or personality, but related to the perception of lifestyle benefits associated with being famous. The key objective of this study was to develop a scale to measure the desire for fame and test its validity and reliability. The scale items were developed through the literature review and exploratory interviews. A pilot study was conducted to test the relationship between the desire for fame and external goals, which indicated positive associations. A second, online survey was conducted using a sample of 507 people. The Desire for Fame scale was found to have good psychometric properties and the findings suggest significant relationships with extrinsic and intrinsic aspirations, consistent with self-determination theory. The social and marketing implications of the research are discussed and suggestions have been made for future research.

Original languageEnglish (US)
Pages (from-to)680-689
Number of pages10
JournalPsychology and Marketing
Volume29
Issue number9
DOIs
StatePublished - Sep 1 2012

Fingerprint

Social Marketing
Personal Autonomy
Psychometrics
Reproducibility of Results
Personality
Life Style
Interviews
Research
Aspirations (Psychology)
Scale development
Personal goals
Aspiration
Recognition (Psychology)
Surveys and Questionnaires
Literature review
Marketing
Self-determination theory
Lifestyle
Wealth
Online survey

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing

Cite this

Desire for Fame : Scale Development and Association with Personal Goals and Aspirations. / Gountas, John; Gountas, Sandra; Reeves, Robert A.; Moran, Lucy.

In: Psychology and Marketing, Vol. 29, No. 9, 01.09.2012, p. 680-689.

Research output: Contribution to journalArticle

Gountas, John ; Gountas, Sandra ; Reeves, Robert A. ; Moran, Lucy. / Desire for Fame : Scale Development and Association with Personal Goals and Aspirations. In: Psychology and Marketing. 2012 ; Vol. 29, No. 9. pp. 680-689.
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