[Q10] What level of celebrity involvement would make a product feel most authentic?
Answer Count Percent
20% 40% 60% 80% 100%
The celebrity personally developed or helped formulate it  254 26.02%
The celebrity is a founder and participates in major decisions  173 17.73%
The celebrity regularly uses and publicly discusses it  238 24.39%
The celebrity invested in the company  68 6.97%
The celebrity only serves as the public face  40 4.1%
Celebrity involvement does not affect authenticity  203 20.8%
Total 976 100 %