Forgiving Celebrities With Ethical Transgressions: the Role of Parasocial Relationships, Ethical Motivation and Regulatory Focus Mindset

Seung Hwan (Mark) Lee, Colorado State University, USA
Travis Simkins, University of Wyoming, USA
Sean Luster, Colorado State University, USA
People with a strong (vs. weak) parasocial relationship with a celebrity were more forgiving after a protective-intent motivated transgression. Promotion-focused individuals with a strong parasocial relationship in AI condition were more forgiving than prevention-focused individuals. In negative parasocial relationships, promotion-focused (vs. prevention) individuals were more forgiving towards a PI-motivated transgression.
[ to cite ]:
Seung Hwan (Mark) Lee, Travis Simkins, and Sean Luster (2014) ,"Forgiving Celebrities With Ethical Transgressions: the Role of Parasocial Relationships, Ethical Motivation and Regulatory Focus Mindset", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 794-794.