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The Influence of Negative Publicity of Endorser on Consumers’ Product Attitudes: An Experiment Study Based on Cultural and Individual Differences
XUAN Changchun, LI Nianlin
Chinese Journal of Journalism & Communication ›› 2021, Vol. 43 ›› Issue (11) : 143-159.
PDF(1638 KB)
PDF(1638 KB)
The Influence of Negative Publicity of Endorser on Consumers’ Product Attitudes: An Experiment Study Based on Cultural and Individual Differences
This research focuses on cultural differences and individual differences to explore the influence mechanism of different types of negative news of advertising spokespersons on consumers’ product attitudes. Through two experiments, it is found that cultural framework (collectivism vs. individualism) and types of self-construal (self-construal: independent/interdependent) play a moderating role in the influence of different types of negative news of celebrities on consumers’ product attitudes: comparing with ability-based negative news, Chinese consumers (believed to be more collectivistic compared with American consumers) and consumers who have more interdependent self-construal show a more negative attitude toward products when faced with negative news about celebrity’s morality. In addition, this research also unexpectedly found that, compared with the differentiated product attitudes when faced with morality-based negative news, the attitudes of different groups of consumers to products when faced with ability-based negative news tended to be consistent. This shows that Chinese consumers are increasingly showing some kind of eclecticism, and the coexistence of multiple values makes collectivism and individualism coexist with each other. This research opens up a new perspective for the research on the negative news of spokespersons, and helps multinational companies to better deal with the negative news of spokespersons. At the same time, the discovery of Chinese consumers’ cultural eclecticism provides theoretical support for market decision-making and crisis public relations.
advertising spokesperson / negative publicity / cultural framework / self-construal / eclecticism
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When both independent and interdependent self‐concepts are available, priming either self‐concept will increase the accessibility in memory of the motivations and cognitions associated with it. Thus, priming the interdependent self may activate motivation to maintain harmony and conform to others’ opinions, whereas priming the independent self is likely to activate motivation to be independent and to withstand social pressure. Two experiments investigated implications of these possibilities for judgments of risk when participants anticipated (or not) explaining their judgments to others. Participants relied on others’ beliefs only when their interdependent self was primed and they expected they might have to explain their judgments to others. When their independent self was primed, expectations to communicate theirjudgments had no effect. Culture‐based differences in individualism vs. collectivism had no impact on these effects.
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