What is it about?

This study looks at how consumers differ in how they morally judge celebrities who have committed a transgression based on their image. For "role models" coming back may be harder because consumers use rationalization where the "good boy" image and scandals are hard to separate. In contrast, for "bad boys," "decoupling" psychological mechanisms allow consumers to separate more easily celebrities such as star athletes' performances from their off-field scandals.

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Why is it important?

We can understand why consumers seemingly give a "pass" to some celebrities such as the "bad boys" whereas we are less forgiving to others such as the "role models." The results of the study are important in helping us to understand the psychological dynamics of moral reasoning based on celebrity image.

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This page is a summary of: A study on the dynamics between the moral reasoning process and celebrity image and their impact on consumers’ support for celebrity comebacks after a transgression, Journal of Product & Brand Management, June 2020, Emerald, DOI: 10.1108/jpbm-02-2019-2259.
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