The short answer to the question above is “yes”. Or so suggests new research on acceptance of evolution published in Evolutionary Psychology (click on screenshot below; access free with Unpaywall app and free pdf is here).
The method: Several samples of people from Canada (most from a “small university in northern Ontario”, probably Nipissing University) were given one of three fictitious passages to read; these passages were either pro-evolution, anti-evolution, or neutral (the last was a summary of a work of fiction). Participant’s religious beliefs as well as demographic data were also taken. There were four experiments in total, and I’ll summarize the results briefly. One of the passages involved my book, though it wasn’t from my book; I’ll put that in along with the “antievolution passsage” as examples of the readings (pictures of the book covers were also included):
1.) Acceptance of evolution after reading the three passages. After controlling for sex and age, the three passages by themselves had no effect on participant’s acceptance of evolution as judged by the often-used MATE test, which has 18 questions. In other words, reading about evolution (or fiction) didn’t affect a person’s short-term acceptance of evolution. (Although acceptance/rejection wasn’t assessed before reading, the passages were randomized among the 150 subjects, presumably taking care of stuff like religiosity—which was negatively correlated with acceptance of evolution).
The fact that students’ reading of the three passages had no overall effect on their MATE scores set up the scenario for the rest of the study, which involved adding endorsements to the passages: endorsements by either an “expert” in evolution (a fictitious professor) or a celebrity (George Clooney or Emma Watson, chosen for their likability and recognition.
2.) Endorsements by a male celebrity vs a male expert; student population. Students again were randomly assigned one of the three passages, and this time each passage was accompanied by a heading indicating it was from a magazine article called “Celebrity book review”, with the celebrity being George Clooney, or “Expert book review”, with the “expert” being fictitious American university professor George Rooney. Thus we have six conditions, with pro-evolution, anti-evolution, and neutral passages, each with an endorsement by a celebrity or expert. Remember that both celebrity and expert could endorse either pro- or anti-evolution stands.
The result was that, compared to the initial non-endorsement condition shown in 1.) above, a celebrity endorsement or a pro-evolution passage raised acceptance of evolution compared to the neutral condition, while Clooney’s endorsement of an anti-evolution passage lowered it compared to the neutral condition. In other words, a celebrity endorsement had an effect on acceptance of evolution.
This was not seen when the three passages were endorsed by an evolution science expert; here there was no effect. The figure below shows the effect of Clooney’s endorsement (left three bars) compared to Rooney’s (right three bars):

3.) Endorsements by a celebrity vs an expert; “community” population. Here the authors did the same test, but used only Clooney and not the expert, and surveyed 157 people “recruited form various public locations. . . in a small city in Northern Ontario, Canada.” There was no assessment of the passages themselves without endorsement, but the authors apparently assumed that reading the passages themselves had no effect on the MATE score—as was found in the student population.
The result was the same: there was a significant difference between treatments in the expected direction (effects weren’t that large for the pro-evolution endorsement), showing once again a celebrity effect (see below). As I said, there was no test of endorsement by an expert scientist. But there’s a problem because there was no initial test of the effects of the passages themselves, without endorsements, on the “community members”, so there’s that critical assumption that the community mirrors the condition of the students.

4.) Endorsements by a female celebrity; student population. Here the celebrity was Emma Watson rather than George Clooney, and there was no comparison with an evolution “expert” (who would presumably have been a woman scientist). Let me show why they chose Watson:
Emma Watson was chosen as the female celebrity because she was included in Time Magazine’s 2015 list of the 100 most influential people. Additionally, AskMen.com (2015) placed her at the top of its list of the Top 99 Outstanding Women, in part because she is “rich, successful, famous, stylish, beautiful, intelligent, personable, and kind.”
Well, that’s more or less the same criteria used for Clooney. And once again the celebrity endorsement had an effect on the data from 158 students recruited from that same “small University in Northern Ontario” (why do they hide its name; it’s obvious!). Here are the data for Watson’s endorsement; the direction and size of the effect (i.e. the degree to which endorsement of evolution increased acceptance or criticism of evolution decreased acceptance) was about the same for Watson or Clooney.

The upshot. In this study, among all three groups (with the caveats given above), celebrity endorsement of a position on evolution changed students’ or the population’s views on evolution in the expected direction, whether that endorsement be an affirmation or a criticism. In other words, evolution is like a product that can be sold more readily if a celebrity endorses it (the authors cite data showing positive effects of such endorsement in commercials).
Further, a celebrity had a much bigger effect than that of a fictitious “expert”. In fact, endorsement or criticism of evolution by a scientist had no effect. These celebrity effects occurred irregardless of the effect of participants’ religiosity, which itself was negatively correlated with acceptance of evolution.
Of course there are limitations of these tests. The authors mention the limitation of much of the study to undergraduate students, and to a “young, Western, educated, industrialized, rich, and democratic sample.” Maybe celebrities don’t have an effect on other populations. But the authors don’t mention another significant issue: the effect was measured only in the short term, presumably within an hour after reading the passages. We don’t know if this kind of “priming” has any long term effect on acceptance of evolution, which you’d need to measure a long time after the students read the passages. What we’re like to see is long-term acceptance, not short-term acceptance.
I guess I’m not surprised at the result, as we know that people tend to accept ideas more readily when those ideas are endorsed by members of their “tribe,” and I suppose that people like Clooney and Watson, who are widely admired, can be considered members of the Canadians’ “tribe.” It’s not clear whether people can see a scientist as a member of their tribe.
But what action does this result suggest if we want people to accept evolution? I suppose it couldn’t hurt to have celebrities endorse evolution, though I’m not aware of any who have. (Of course, celebrities, at least in Hollywood, tend to be liberal and Democratic, and so probably would endorse evolution). So by all means let’s get the NSF to gather celebrity endorsements and publicize them.
Since I’m not a celebrity, though, all I can do is talk about the data supporting evolution, as I’m no George Clooney! Maybe a combination of a scientist and celebrity, as with people like Brian Cox (previously a rock star) or Neil deGrasse Tyson, would work better than scientists alone.
All I can say is that if endorsements work over the long term, that’s fine; but people should also look at the data supporting evolution rather than simply relying on either scientist-experts or celebrities. After all, you can understand why evolution is true without fancy degrees in science.














