Professor Elam

Dallas based Davie Brown Entertainment has devised the DBI index that tracks and ranks how we fell about more  than 2,000 celebrities. You can go to the site here, but of course it takes a membership to view the results.  

The index tracks how we feel about celebrities. Here is socionomics in action. The usefulness of the index is to allow firms to decide who would best be for example a spokesperson. That would be decide d by the traits the public links to that product or service. In trustworthiness, President Obama now runs second to Morgan Freeman. Mike Phelps shot up after winning multiple medals at the Olympics but fell from grace after the marijuama incident.

This is more evidence that social mood dictates what actually happens in markets.