An experimental study compared celebrity evaluations of a treatment group exposed to a celebrity endorsed prosocial message and a control group shown a picture of the celebrity. Subjects, 88 young adults (younger than 25 years) enrolled in an introductory communications class at a mid-size university in the northeastern United States, were randomly assigned to one of the groups. Both quantitative and qualitative data were collected in response to the celebrity endorser, Madonna, appearing in an AIDS-awareness video. Concept mapping, a multi-dimensional scaling procedure, was used to examine relationships between celebrity attributes and celebrity-message congruence. Results indicated no differences in celebrity evaluations between the two groups when traditional source-credibility scaled measures were used. However, qualitative data comparisons and concept analyses revealed variations in perceptions. Findings suggest that the concept mapping procedure demonstrates promise in assessing associations among receivers' perceptions. (Four tables and three figures of data are included. The text of the video message and the content analysis categories are attached. Contains 38 references.) (Author/RS)