Cultural Differences in Consumer Responses to Celebrities Acting Immorally
Eastern (vs. Western) consumers show lower support for celebrities having acted immorally and for the brands they endorse, due to a stronger belief that an individual’s morality and competence are associated, leading to less moral decoupling. This effect is attenuated when the transgression is relevant to the domain of competence.
In-Hye Kang and Taehoon Park (2020) ,"Cultural Differences in Consumer Responses to Celebrities Acting Immorally", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 445-446.
In-Hye Kang, University of North Carolina at Greensboro
Taehoon Park, Florida Gulf Coast University
NA - Advances in Consumer Research Volume 48 | 2020
J14. You Reflect Me: Narcissistic Consumers Prefer Anthropomorphized Arrogant Brands
Norah Awad, Hongik University
Nara Youn, Hongik University
C8. Can Packaging Imagery Fill Your Stomach? Effects of Product Image Location on Flavor Richness, Consumption Quantity, and Subsequent Choice
Taku Togawa, Chiba University of Commerce
Jaewoo Park, Musashi University
Hiroaki Ishii, Seikei University
Xiaoyan Deng, Ohio State University, USA
Ecce Machina Humana: Examining Competence and Warmth in Consumer Robots The two fundamental social judgment dimensions-competence and warmth-are as relevant for judging consumer robots as for humans. We find that competence has an increasing positive eff