The survey found that Jay Z scored 70% lower in the categories of trustworthiness and honesty than did celebrities like Morgan Freeman and Jennifer Lawrence, an issue Sehdev chalks up to Jay’s intense focus on making money seemingly however he can. Perhaps more damaging to Jay Z’s ability to persuade consumers through branded partnerships are his constant references to other products in his music. Sehdev said that on “Magna Carta Holy Grail” alone, Jay Z referenced eight different luxury brands more than 20 times. “Millennials questions his approach to loyalty, whether it be to a business deal or his fans,” Sehdev said. “His motivations to just make money can be viewed by this audience as self-centered, even if they may be business savvy.”

Full Story: Business Insider