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

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.



Citation:

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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 794-794.

Authors

Seung Hwan (Mark) Lee, Colorado State University, USA
Travis Simkins, University of Wyoming, USA
Sean Luster, Colorado State University, USA



Volume

NA - Advances in Consumer Research Volume 42 | 2014



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