This research consists of two experimental studies investigating the dominance of moral character on athlete endorser perception and the influence of perceiver characteristics on tarnished athlete endorser perception and brand evaluations. Perceiver characteristics are discussed from the perspectives of dispositional tendency, innate moral intuitions and self-location. The first study compared the dominance of moral character and warmth on endorser perception. The second study examined the impact of perceiver characteristics on tarnished athlete endorsers and brand evaluations. The findings reveal that moral character is more influential than warmth on endorser evaluations. Tarnished athlete endorsers with immoral character exert more negative influence than tarnished endorsers with coldness character on brand evaluations. Innate moral intuitions and self-location moderate brand evaluations. Highmorality consumers and heart-locators are more vulnerable than low-morality and brain-locators to the brands endorsed by tarnished endorsers, respectively.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
hi@scite.ai
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.