Comparison of Cognitive Flexibility and Parasocial Interaction in Celebrity Worshipers and Non - worshipers

Document Type : Original Article


1 M.A in General Psychology, Faculty of Psychology and Educational Sciences, University of Tehran, Tehran, Iran.

2 Professor of Psychology, Faculty of Psychology and Educational Sciences, University of Tehran, Tehran, Iran.


Introduction: Cognitive dimensions, particularly cognitive flexibility in addition to parasocial interaction are noticeable factors in celebrity bonds. In this regard, the present study was conducted to compare cognitive flexibility and parasocial interaction in celebrity worshipers and non-worshipers.

Method: In an causal-comparative design among statistical population of the research including all students of Faculty of Psychology and Educational Sciences of University of Tehran in 2018 a total sample of 350 male and female students were selected by convenience sampling method and responded to Celebrity Attitude Scale, Cognitive Flexibility Inventory, and  Celebrity Parasocial Interaction Scale. Considering the high and low total scores of the Celebrity Attitude Scale and eliminating the middle scores, the study participants were divided into two groups of celebrity worshipers (n=120) and non-worshipers (n=120) and cognitive flexibility and parasocial interaction were compared between the two groups. A multivariate analysis of variance was applied for data analysis.

Results: According to the results, celebrity worshipers got lower scores in cognitive flexibility and higher scores in parasocial interaction compared to non-worshipers (p<0/001).

Conclusion: Based on these results, cognitive flexibility and parasocial interaction are remarkable factor in celebrity worship that enhancement of cognitive flexibility ability and reduction of the parasocial interaction can result in reduction of excessive interaction with favorite celebrities.

Keywords: cognitive flexibility, parasocial interaction, celebrity worshipers, celebrity non-worshipers.


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