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Consumers' Correspondence Inference On Celebrity Endorsers: The Role Of Correspondence Bias And Suspicion, Taewoo Kim

Doctoral Dissertations

The main purpose of this study is to find out whether celebrity endorsers’ behaviors, such as large endorsement contract and multiple product endorsement, will influence consumers’ correspondence inferences on those celebrities’ genuine attitudes towards the endorsed products in print advertisements and how such attributional inferences will differ according to the perceived level of product congruence with the endorser. For meaningful analysis and interpretation, the differential effects were examined in terms of correspondence bias and suspicion of ulterior motives. The bias refers to people’ attributional inference tendency to relying on other persons’ dispositions; whereas, the suspicion of ulterior motives accounts for …