Document Type
Article
Publication Date
11-13-2019
Abstract
The study examines the implications of fundamental attribution error, wherein viewers misattribute qualities of the fictional characters onto the actors who portray them. In an experiment, individuals watched an actor playing a role of either a hero or a villain. Then, participants watched the same actor in a public service announcement. In line with the attribution theory, viewers rated the actor’s personality less positively, reported a weaker parasocial relationship with the actor, and listed more negative thoughts about the advertisement after exposure to the actor playing a villain.
Recommended Citation
Tukachinsky, R. (2020). Playing a bad character but endorsing a good cause: Actor-character fundamental attribution error and persuasion. Communication Reports, 33(1), 1-13. https://doi.org/10.1080/08934215.2019.1691618
Copyright
Taylor & Francis
Included in
Critical and Cultural Studies Commons, Other Communication Commons, Other Sociology Commons, Social Psychology and Interaction Commons, Sociology of Culture Commons
Comments
This is an Accepted Manuscript of an article published in Communication Reports, volume 33, issue 1, in 2020, available online at https://doi.org/10.1080/08934215.2019.1691618. It may differ slightly from the final version of record.