Negative Spillover Effects of Celebrity Offspring's Negative Message on Celebrity Endorsements:From the Perspective of Consumers' Thinking Mode

Abstract

Abstract:

The present research based on consumers' thinking mode, explores negative spillover effects of celebrity offspring's negative message on celebrity Endorsements and the moderating effect of celebrities' image and their reaction to the negative message. The research adopts a 2(thinking mode:holistic vs. analytic)×2(celebrity image:positive vs. negative)×2(celebrity's reaction:admit vs. deny) between-subject experimental method. We find that compared with analytic thinking consumers, holistic thinking consumers perceive celebrity offspring in a more similar way they perceive celebrity endorsements. In the event of celebrity offspring's negative message, the negative spillover effect of holistic thinking consumers is greater than that of analytic thinking consumers, but celebrities' image and their reaction to the negative message play a moderating role.

Key words: holistic thinking style, analytic thinking style, celebrity negative information, negative spillover effect

Su Jinglei, Yin Chengyue, Guo Shuai. Negative Spillover Effects of Celebrity Offspring's Negative Message on Celebrity Endorsements:From the Perspective of Consumers' Thinking Mode[J]. , 2017, 29(8): 121-135.

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