The Dominance of Moral Character in Endorser Perception: Perceiver Effects of Dispositional Tendency, Moral Intuitions, and Self-Location

Moral character dominates warmth on endorser, advertising, and brand evaluations. Specifically, advertising endorsed by warm-immoral (vs. moral-cold) celebrities is less favored and instigate more negative impact on the endorsed brand. Moreover, perceivers’ innate moral intuitions and self-location moderate the impact of advertising endorsed by immoral celebrities on brand evaluations.

Citation:

Jiayun (Gavin) Wu, Yung-Chien Lou, and Joseph W. Chang (2014) ,"The Dominance of Moral Character in Endorser Perception: Perceiver Effects of Dispositional Tendency, Moral Intuitions, and Self-Location ", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 775-775.