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

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