The Impacts of Transgression Relevance and Severity on Endorsements

Endorsed brand evaluations are moderated by transgression severity and relevance, whereas endorser evaluations are exclusively affected by transgression severity. In other word, transgression severity affects endorser and endorsed brand evaluations, whereas transgression relevance moderates endorsed brand evaluations only. Specifically, severe and relevant transgressions are most detrimental to endorsed brand evaluations.


Joseph W. Chang (2015) ,"The Impacts of Transgression Relevance and Severity on Endorsements", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 108-109.


Joseph W. Chang, Vancouver Island University, Canada


AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015

Share Proceeding

Featured papers

See More


H7. Too Risky to Be Luxurious: Stigmatized Luxury Product Attributes Can Weaken or Increase Social Risk to Determine Conspicuous Consumption

Jerry Lewis Grimes, Grenoble Ecole de Management
Yan Meng, Grenoble Ecole de Management

Read More


The Impact of Childhood Exposure to Interparental Conflict on Consumer Response to Online Reviews

Mengmeng Liu, Chinese University of Hong Kong, China
Maureen Morrin, Temple University, USA
Boyoun Grace Chae, Temple University, USA

Read More


F3. The Dark Side of Happy Brands: A Case Study of Newport Cigarette Advertising

Timothy Dewhirst, University of Guelph, Canada
Wonkyong Beth Lee, Western University, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.