| Summary: | The study seeks to discover whether different cultural orientations will result in individuals making dispositional attribution or situational attribution regarding negative information about a celebrity endorser. Second, the study seeks to discover whether consumers in different cultures evaluate different types of negative celebrity information differently. Third, the study seeks to discover whether dispositional or situational attribution of the negative information about the celebrity endorser will produce different evaluations of the endorser and, subsequently, of the endorsed brand. Finally, the study seeks to discover whether the level of consumers’ identification with celebrities (low vs. high) will moderate the relationship between attribution and consequences. The study found that cultural orientation affects people’s attributional styles and dispositional attribution leads to more negative impacts on celebrity evaluation, brand evaluation, and purchase intention than situational attribution. It is found that Korean consumers reacted more negatively on other-oriented negative information than on self-oriented negative orientation. People with a low level of identification responded more negatively to the negative celebrity information than people with a high level of identification. Implications and suggestions for future research in this area are provided. === text
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