Abstract Current theories of source persuasion and endorser credibility posit that celebrities become ineffective endorsers when they have been involved in a scandal. However, little attention has been given to the success of “bad-boy” celebrities, endorsers who thrive in spite of, if not because of, their association with negative information. In this conceptual article, we propose a new fantasy-based relationship, hedonic consumption, and congruency (FHC) model to provide insight into the effectiveness of bad-boy celebrity endorsers. According to this model, relationships with a bad-boy celebrity are formed via consumption of the celebrity’s narratives through the consumers’ use of books, magazines, movies, music, social media, television shows, or other forms of media. This view of celebrity endorsements suggests that consumers relate to bad boys through fantasy-based relationships, which allow consumers to escape from the stress of their everyday lives. Hence, a celebrity’s scandal, when congruent with the fantasy, can add to the fantasy escape and enhance the fantasy-based celebrity relationship. This fantasy-based relationship is then relived and revitalized through hedonic consumption of the endorsed product. Our model provides a new perspective on factors that influence source persuasion and insight into the effectiveness of bad-boy endorsers. Areas for future research are also proposed.

中文翻译：

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了解坏男孩名人代言人的有效性：基于幻想的关系，享乐消费和同等模型

摘要当前的信源说服力和代言人信誉理论认为，当名人卷入丑闻时，他们将成为无效的代言人。然而，很少有人关注“坏男孩”名人的成功，尽管这些名人即使不是因为与负面信息联系在一起，却仍然蓬勃发展。在此概念文章中，我们提出了一种新的基于幻想的关系，享乐消费和一致性（FHC）模型，以洞察坏男孩名人代言人的有效性。根据该模型，通过消费者使用书籍，杂志，电影，音乐，社交媒体，电视节目或其他形式的媒体来消费名人的叙事，从而形成与坏男孩名人的关系。这种对名人代言的观点表明，消费者通过基于幻想的关系与坏男孩建立关系，从而使消费者摆脱了日常生活的压力。因此，当名人的丑闻与幻想相吻合时，可以增加幻想的逃逸，并增强基于幻想的名人关系。然后，通过享乐产品的享乐消费，使这种基于幻想的关系得以重生和复兴。我们的模型为影响信源说服力和对坏男孩代言人有效性的见解提供了新的视角。还提出了未来研究的领域。可以增加幻想的逃逸，并增强基于幻想的名人关系。然后，通过享乐产品的享乐消费，使这种基于幻想的关系得以重生和复兴。我们的模型为影响信源说服力和对坏男孩代言人有效性的见解提供了新的视角。还提出了未来研究的领域。可以增加幻想的逃逸，并增强基于幻想的名人关系。然后，通过享乐产品的享乐消费，使这种基于幻想的关系得以重生和复兴。我们的模型为影响信源说服力和对坏男孩代言人有效性的见解提供了新的视角。还提出了未来研究的领域。