open access
메뉴.png){kind=logo}
open access
메뉴
ISSN : 1229-8778
This research aims to explore consumer responses to negative incidents involving celebrity advertising models. More specifically, this research focuses on negative incidents in which the celebrity advertising model involved has a low level of blameworthiness and explores the thought processes of consumers who maintain support for celebrity advertising models involved in such incidents. The author divides the justification process into moral rationalization and moral decoupling and suggests the two variables of perceived severity and self-construal as moderating variables that influence consumers’ justification responses toward celebrity advertising models. The results of this study show that when the perceived severity of an incident is high, moral decoupling has more of an impact on consumer response than moral rationalization. Additionally, for consumers with an interdependent-self construal, moral rationalization has a greater impact than moral decoupling on consumer response. This research is expected to expand the scope of available research on the persuasive impact of celebrity advertising models and provide practical implications for marketers.
이명천, 김문기, 김요한 (2014). 부정적 사건에 대한 유명 보증인과 광고주의 대응에 따른 소비자 반응. 광고연구, 103, 65-101.
전성률, 주태욱, 전호준 (2009). 브랜드 위기 상황에서 책임규명 정보의 주체가 소비자의 브랜드 태도 변화에 미치는 영향. 마케팅연구, 24(2), 81-108.
Antioco, M., Smeesters, D., & Le Boedec, A. (2012). Take your pick: Kate Moss or the girl next door?-The effectiveness of cosmetics advertising. Journal of Advertising Research, 52(1), 15-30.
Atkin, C., & Block, M. (1983). Effectiveness of celebrity endorsers. Journal of Advertising Research, 23(1), 57-61.
Bartz, S., Molchanov, A., & Stork, P. A. (2013). When a celebrity endorser is disgraced: A twenty-five-year event study. Marketing Letters, 24(2), 131-141.
Bhattacharjee, A., Berman, J. Z., & Reed, A. (2013). Tip of the hat, wag of the finger: How moral decoupling enables consumers to admire and admonish. Journal of Consumer Research, 39(6), 1167-1184.
Bower, A. B., & Landreth, S. (2001). Is beauty best? Highly versus normally attractive models in advertising. Journal of Advertising, 30(1), 1-12.
Carrillat, F. A., d'Astous, A., & Christianis, H. (2014). Guilty by association: The perils of celebrity endorsement for endorsed brands and their direct competitors. Psychology & Marketing, 31(11), 1024-1039.
Carrillat, F. A., d'Astous, A., & Lazure, J. (2013). For better, for worse?. Journal of Advertising Research, 53(1), 15-30.
Choi, S. M., Lee, W. N., & Kim, H. J. (2005). Lessons from the rich and famous: A cross-cultural comparison of celebrity endorsement in advertising. Journal of Advertising, 34(2), 85-98.
Cialdini, R. B., Wosinska, W., Barrett, D. W., Butner, J., & Gornik-Durose, M. (1999). Compliance with a request in two cultures: The differential influence of social proof and commitment/consistency on collectivists and individualists. Personality and Social Psychology Bulletin, 25(10), 1242-1253.
Duclos, R., & Barasch, A. (2014). Prosocial behavior in intergroup relations: how donor self-construal and recipient group-membership shape generosity. Journal of Consumer Research, 41(1), 93-108.
Elberse, A., & Verleun, J. (2012), The economic value of celebrity endorsements. Journal of Advertising Research, 52(2), 149-165.
Fong, C. P., & Wyer, R. S. (2012). Consumers’ reactions to a celebrity endorser scandal. Psychology & Marketing, 29(11), 885-896.
Gardner, W. L., Gabriel, S., & Lee, A. Y. (1999). “I” value freedom, but “we” value relationships: Self-construal priming mirrors cultural differences in judgment. Psychological Science, 10(4), 321-326.
Haberstroh, K., Orth, U. R., Hoffmann, S., & Brunk, B. (2017). Consumer response to unethical corporate behavior: A re-examination and extension of the moral decoupling model. Journal of Business Ethics, 140(1), 161-173.
Hofstede, G. (1983). National cultures in four dimensions: A research-based theory of cultural differences among nations. International Studies of Management & Organization, 13(1-2), 46-74.
Hung, K., Chan, K. W., & Tse, C. H. (2011). Assessing celebrity endorsement effects in China: A consumer-celebrity relational approach. Journal of Advertising Research, 51(4), 608-623.
Kühnen, U., & Oyserman, D. (2002). Thinking about the self influences thinking in general: Cognitive consequences of salient self-concept. Journal of Experimental Social Psychology, 38(5), 492-499.
Kühnen, U., Hannover, B., & Schubert, B. (2001). The semantic-procedural interface model of the self: The role of self-knowledge for context-dependent versus context-independent modes of thinking. Journal of personality and social psychology, 80(3), 397.
Lalwani, A. K., & Shavitt, S. (2009). The “me” I claim to be: Cultural self-construal elicits self-presentational goal pursuit. Journal of Personality and Social Psychology, 97(1), 88-102.
Lee, J. S., Kwak, D. H., & Moore, D. (2015). Athletes’ transgressions and sponsor evaluations: A focus on consumers’ moral reasoning strategies. Journal of Sport Management, 29(6), 672-687.
Mandel, N. (2003). Shifting selves and decision making: The effects of self-construal priming on consumer risk-taking. Journal of Consumer Research, 30(1), 30-40.
Markus, H. R., & Kitayama, S. (1991). Culture and the self: Implications for cognition, emotion, and motivation. Psychological Review, 98(2), 224.
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39-52.
Praxmarer, S. (2011). How a presenter’s perceived attractiveness affects persuasion for attractiveness-unrelated products. International Journal of Advertising, 30(5), 839-865.
Thwaites, D., Lowe, B., Monkhouse, L. L., & Barnes, B. R. (2012). The impact of negative publicity on celebrity ad endorsements. Psychology & Marketing, 29(9), 663-673.
Triandis, H. C., & Gelfand, M. J. (1998). Converging Measurement of Horizontal and Vertical Individualism and Collectivism. Journal of Personality and Social Psychology, 74(1), 118-128.
White, D. W., Goddard, L., & Wilbur, N. (2009). The effects of negative information transference in the celebrity endorsement relationship. International Journal of Retail & Distribution Management, 37(4), 322-335.
Zhao, G., & Pechmann, C. (2007). The impact of regulatory focus on adolescents' response to antismoking advertising campaigns. Journal of Marketing Research, 44(4), 671-687.
Zhou, L., & Whitla, P. (2013). How negative celebrity publicity influences consumer attitudes: The mediating role of moral reputation. Journal of Business Research, 66(8), 1013-1020.