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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.
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