基于归因差异的名人负面信息影响机制

Influential Mechanism of Celebrities' Undesirable Images Based on The Attribution Theory

国外学者从不同视角深入探讨了名人负面信息对其代言品牌的影响机制。本研究基于归因理论的应用与深入分析,提出消费者对名人负面信息的归因差异会影响其对代言品牌的评价,而名人负面信息架构与名人品牌资产会影响消费者的归因。

Previously,quite many scholars oversea has revealed that celebrities＇ negative news poses a threat to the products they endorse.By virtue of this statement,this paper refer to the relevant sayings of the attribution theory and emphasizes that consumers＇ attitudes towards famous people＇s negative images affect their evaluation on the celebrities＇ endorsing products and vice versa——the dark side of those people＇s informational frameworks along with their profile values will sway consumers＇ judgments.