A study by Roobina Ohanian of consumers' perceptions of celebrity endorsers found that the characteristic that most influenced consumers' intentions to purchase a product endorsed by a celebrity was perceived:

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According to the study by Roobina Ohanian, the characteristic that most influenced consumers' intentions to purchase a product endorsed by a celebrity was perceived expertise. This means that consumers are more likely to trust and purchase products endorsed by celebrities who are perceived as knowledgeable and experienced in the relevant field or industry. Attractiveness, trustworthiness, and likeability were also important factors, but perceived expertise had the strongest impact on consumers' purchase intentions.

A Study by Roobina Ohanian of Consumers' Perceptions of Celebrity