The Effects Of Prior Reputation And Type And Duration Of Charitable Donation On Celebrities' Personal Public Relations: An Investigation Based On Attribution Theory

Charitable donations made by celebrities are being increasingly reported by news media in South Korea. This experimental study has examined the effects of celebrities' prior reputations, and the duration and type of charitable donation they perform, on young participants' evaluations of these celebrities (i.e. motive attribution, attitudes toward the celebrities, and related purchase intentions). The results ascertained the main effects of prior reputation and duration and type of donation on the dependent variables. Most notably, the results also found the interaction effect of duration and type of donation on the participants' evaluation of motive attribution. That is, participants who were exposed to news stories concerning celebrities' volunteer efforts, or monetary contributions that involve volunteer efforts, performed over long periods of time reported the highest level of motive attribution. Based on these results, this study discussed theoretical and practical implications.