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Keywords: Moral rationalization
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Journal Articles
Journal of Product & Brand Management (2020) 29 (6): 729–743.
Published: 29 June 2020
... by the celebrity’s image (Study 1). The authors find that a celebrity primed with a role model image receives more support for a comeback in the moral rationalization condition, whereas a celebrity primed with a bad boy image receives more support in the moral decoupling condition (Study 2). Research limitations...
