From New York City to Hollywood, celebrities are often asked to use their influence for political campaigns. But can they affect election outcomes? Craig Garthwaite, a professor of strategy at Northwestern University, got the opportunity to answer that question after the 2008 primary when Oprah Winfrey endorsed Barack Obama for president. “You see sort of smart academics say, ‘Well, endorsements don’t matter. They’re not a big deal.’ Then you see experts and people in political campaigns for whom time is their most valuable resource spending so much effort to get these endorsements. So, we had this puzzle: Well, if they don’t work, why are all the people trying to get them?” Gart
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