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.



Citation:

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.

Authors

In-Hye Kang, University of North Carolina at Greensboro
Taehoon Park, Florida Gulf Coast University



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

J14. You Reflect Me: Narcissistic Consumers Prefer Anthropomorphized Arrogant Brands

Norah Awad, Hongik University
Nara Youn, Hongik University

Read More

Featured

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

Read More

Featured

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

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.