ABSTRACT
On March 24, 2018, as a reaction to the school shooting in Parkland, Florida, where 17 people were killed, marches were held across the United States to protest gun violence. Millions turned out for these marches. In New York City, Sir Paul McCartney was among the crowd, wearing a t-shirt that said "We Can End Gun Violence," where he said to a reporter, "I'm like everyone. In psychology we study things like motivation and emotion, and also meaningfulness. Memories are most vivid when there is specific meaning for them, and one of the strongest motivators of human behavior is an association with long-term and deep emotion. Celebrity can be a way to market a brand. It can also be a way to magnify an important message. It is important to consider both when we consider the influence of celebrity. Celebrities are each unique individuals.
