Would you forgive Kristen Stewart or Tiger Woods or maybe Lance Armstrong? Exploring consumers' forgiveness of celebrities' transgressions (2017)
Type of ContentJournal Article
PublisherInforma UK Limited
Employing a qualitative approach, within the context of Generation Y consumers, this research investigates the internal justification processes used by consumers contemplating to forgive a celebrity who has transgressed society’s norms of acceptable behaviour. A thematic analysis of data from in-depth interviews identified nine emergent categories, grouped into four themes or core drivers: celebrity-related drivers, consumer-related drivers, context-related drivers and time-related drivers. The findings show that although there is generally no personal relationship between consumers and celebrities, consumers tend to bond with celebrities in para-social relationships. Many consumers see these relationships as similar to how they connect with friends thus leading them to show forgiveness tendencies towards a celebrity comparable to forgiving friends. The paper presents a conceptual framework highlighting the consumer’s forgiveness justification process.
CitationFinsterwalder J, Yee T, Tombs AG (2017). Would you forgive Kristen Stewart or Tiger Woods or maybe Lance Armstrong? Exploring consumers' forgiveness of celebrities' transgressions. Journal of Marketing Management. 33(13-14). 1204-1229.
This citation is automatically generated and may be unreliable. Use as a guide only.
KeywordsCelebrity; forgiveness; consumers; qualitative research; grounded theory
ANZSRC Fields of Research35 - Commerce, management, tourism and services::3506 - Marketing::350601 - Consumer behaviour
35 - Commerce, management, tourism and services::3506 - Marketing::350602 - Consumer-oriented product or service development
RightsAll rights reserved unless otherwise stated
Showing items related by title, author, creator and subject.
Towards co-created food wellbeing: Culinary consumption, braggart word-of-mouth, and the role of participative co-design, service provider support, and C2C interactions Taheri B; Pourfakhimi S; Gannon MJ; Prayag, Girish; Finsterwalder, Jörg (Emerald, 2021)Purpose: This study aims to investigate whether the antecedents of co-creation influence braggart word-of-mouth (WoM) in a participative leisure context, theorising the concept of co-created food well-being and highlighting ...
Towards understanding the initial adoption of online retail stores in a low internet penetration context: An exploratory work in Ghana Jibril AB; Kwarteng MA; Pilik M; Botha E; Osakwe CN (MDPI AG, 2020)© 2020 by the author. Online shopping has become increasingly popular in the past two decades. Yet, despite its popularity, the use of online stores on the African continent pales in comparison to other parts of the world. ...
The Role of Authentic (vs. Hubristic) Pride in Leveraging the Effectiveness of Cost Transparency Septianto F; Tjiptono F; Paramita W; Kemper, Joya A. (Springer Science and Business Media LLC, 2020)In the era of consumer distrust of corporations, transparency is becoming a must rather than an option. While prior research has explored why businesses should disclose their costs and how consumers may react to such cost ...