AMTP Proceedings 2026

Document Type

Conference Proceeding

Publication Date

Spring 2026

Abstract

This project explores consumers’ perceptions of celebrities facing criminal charges based on their choice of outfit. On the basis of Weiner’s attribution theory, we argue that when celebrities facing criminal charges are attired in traditional/professional outfits such as a black suit for males or a black knee-length dress for females in court compared with non-traditional/casual outfits such as a casual shirt with a defiant print and sneakers, consumers are likely to infer their remorse for their wrongdoings, which in turn may lead to more favorable attitudes toward the celebrity and higher forgiveness intentions. This research expands understanding of how consumers’ perceptions and evaluations of celebrities are shaped by the celebrity’s strategic choice of outfit in court coupled with their intention of goodwill by making donations to charity, contributing to the literature on human brand management.

Download

Included in

Marketing Commons

Share

COinS