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ISSN : 1229-8778
This research aims to verify consumer responses toward celebrity endorsers who have engaged in immoral behavior. Specifically, this research suggested that the attractiveness of the celebrity endorser would influence consumer responses toward him or her, and this influence would be moderated by consumers’ social comparison orientation as a personal trait. To verify the suggested hypotheses, an experiment was conducted. Through the analyses, it was found that when the endorser was attractive, consumers perceived the expertise of the endorser as lower in comparison to a non-attractive endorser. Also, this pattern was more pronounced for consumers with a high level of social comparison orientation. This research expanded the research scope to include negative information on celebrity endorsers, and suggested that the beauty of the celebrity endorser was an antecedent and social comparison orientation was a moderator. It is expected that the findings of this research can have practical implications for marketers.
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