Unfortunately celebrity endorsements really do matter

At the Spectator, on the importance of celebrity backing for political parties: As Ara Norenzayan points out in Big Gods, his study of the evolution of successful religions, societies tend to follow the faith of high-prestige men and women: ‘People also care deeply about what the prestigious or successful individuals in their local societies believe, and often selectively adopt beliefs or behaviours from these potent cultural models.’ Faiths, therefore, ‘get a big boost in the cultural marketplace if they… Read on