Celebrity Scandal Fallout: How Attribution Style Can Protect the Sponsor
Article first published online: 23 APR 2013
© 2013 Wiley Periodicals, Inc.
Psychology & Marketing
Volume 30, Issue 6, pages 529–541, June 2013
How to Cite
Um, N.-H. (2013), Celebrity Scandal Fallout: How Attribution Style Can Protect the Sponsor. Psychol. Mark., 30: 529–541. doi: 10.1002/mar.20625
- Issue published online: 23 APR 2013
- Article first published online: 23 APR 2013
An attribution is an inference about why an event occurred or about a person's disposition or other psychological state. This study is designed to examine the effects of consumers’ attribution styles (i.e., dispositional and situational) and moderating role of celebrity identification and brand commitment in the evaluation of negative information about a celebrity endorser. The study finds that people who make dispositional attributions judge the endorsed brand more negatively than do those who make situational attributions. The findings also suggest that consumers with a higher level of identification with the celebrity are less likely to react negatively to the bad publicity. Finally, the study found that, when faced with a celebrity scandal, people with high brand commitment showed more favorable attitudes toward the brand as well as higher purchase intention than those with low brand commitment.