not, in such points, new assumption is the fact eg famous people was previously liked and therefore the latest scandalous serves was basically an enthusiastic aberration using their profile one do maybe not slow down its show
With regards to congruence, the fresh new “match-up theory” means that endorsements escalation in persuasiveness if you have a robust relationship amongst the unit category and the endorser’s possibilities or elegance (Hsu and McDonald 2002 ; Kamins 1990 ; Kamins and you may Gupta 1994 ; Misra and you can Beatty 1990 ; Right until and you can Busler 1998 , 2000 ; Mittelstaedt, Riesz and Burns off 2000 ). So it theory builds into really works out-of Friedman and Friedman ( 1979 ), exactly who debated any particular one form of endorsers try much more persuasive in terms of endorsing certain kinds of issues. Such as for instance, Michael jordan, a six-big date NBA championship label winner, provides baseball solutions that produces him a definitely better endorser than simply the average person to own a baseball-related equipment. A similar could be said regarding the a nice-looking celebrity’s affirmation regarding private hygiene or beauty products. On top of that, consumers concern the dependability regarding a keen endorser when the congruence between the newest superstar additionally the device is undecided (Erdogan 1999 ). Similarly, this new elaboration possibilities design (Amos, Holmes and Strutton 2008 ; Erdogan and you may Drollinger 2008 ; Petty and you may Cacioppo 1986 ) implies that whenever people are unable otherwise unmotivated in order to techniques brand new message, resource solutions otherwise elegance will get try to be a straightforward heuristic assistance so you can salesmanship. Put simply, in the event that possibilities or attractiveness 
of the celebrity try congruent that have the newest endorsed product, the new affirmation gets convincing. Whenever elaboration are higher, congruency is generally felt an effective argument and assist in the fresh new consumer’s decision-making.
These types of theories suggest requirements (we.e., source–equipment congruence and consumers’ level of element and you can determination so you can process the latest advertising) which might be literally favorable with respect to feedback regarding advertising. not, not one ones ideas now offers sense toward responses so you can star transgressions and just how that it changes for good boys and you can bad guys.
Enduring affinity getting data
An evergrowing human body out of research is investigating consumers’ long lasting attraction to possess well-understood data employed in scandal and you may strong connection to things possessed by popular. Eg, Ahluwalia ( 2000 ) asserts that individuals which strongly hold confident views off a great (political) superstar fighting negative factual statements about you to definitely star. These people earliest utilize absorption prejudice, wondering new legitimacy of your own bad guidance. When legitimacy was verified, relative weighting, decreasing the weights out-of attributes in the negative pointers and you will raising the pounds out-of most other a great deal more positive features, is employed (Ahluwalia 2000 ). Instance, Ahluwalia ( 2000 ) discovered that solid Clinton followers experienced intake bias and questioned the latest legitimacy of Lewinski fling. In the event that legitimacy of your own affair you can expect to don’t end up being expected, new supporters reduced the extra weight out of Clinton’s honesty regarding fling while increasing the extra weight of his other qualities (they are inspiring, delivering anything done, strong leader, wise, etcetera.). For the a similar manner, Bhattacharjee, Berman, and Reed ( 2013 ) recommend that those who help a general public figure who’s in it from inside the a good scandal have a tendency to ethically decouple the brand new profile about scandalous work. Right here, the followers separate the judgments concerning the figure’s efficiency off their judgments in regards to the figure’s transgression, in the place of attempting to morally rationalize this new transgression. Thus, this literary works signifies that a-listers whom do transgressions can still succeed given that customers separate the newest celebrity’s acts off their emotions in regards to the superstar. Frankly, the bad tips do not define the latest star. This example cannot characterize regarding bad-child endorsers getting just who scandalous serves is an integral part of their persona, for example it’s impractical one users you will need to morally decouple the experience in the actor. Thus, that it books stream has the benefit of an unfinished account for why bad-boy endorsers could be productive.