This study experimentally examines consumers’ reactions to culturally incongruent images in advertising, which are characterized by a mix of global and local cultural elements and symbols featured in product advertisements. Drawing on the persuasion knowledge perspective, the authors argue how...

This paper explores consumer reactions to negative celebrity publicity. We draw from the sociological analysis of morality and propose that an individual's concerns with moral norms of the target celebrity's personal conduct (deontology) and perceived wrongness of his/her act to the general...