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Joon Sung Lee, Dae Hee Kwak and Jessica R. Braunstein-Minkove

Athlete endorsers’ transgressions pose a dilemma for loyal fans who have established emotional attachments toward the individual. However, little is known regarding how fans maintain their support for the wrongdoer. Drawing on moral psychology and social identity theory, the current study proposes and examines a conceptual model incorporating athlete identification, moral emotions, moral reasoning strategies, and consumer evaluations. By using an actual scandal involving an NFL player (i.e., Ray Rice), the results show that fan identification suppresses the experience of negative moral emotions but facilitates fans’ moral disengagement processes, which enables fans to support the wrongdoer. Moreover, negative moral emotions motivate the moral coupling process. Findings contribute to the sport consumer behavior literature that highly identified fans seem to regulate negative emotions but deliberately select moral disengagement reasoning strategies to maintain their positive stance toward the wrongdoer and associated brands.

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Maria Kavussanu and Christopher Ring

reducing the anticipated negative affective reactions, such as guilt, which would normally arise from engaging in such behavior. Guilt, a self-conscious moral emotion arising from moral transgression, is a key regulator of moral action ( Tangney, Stuewig, & Mashek, 2007 ; Zebel, Doosje, & Spears, 2009

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Jenna D. Gilchrist, David E. Conroy and Catherine M. Sabiston

?dopt=Abstract doi:10.1037/0278-6133.17.1.6 Snijders , T.A.B. , & Bosker , R.J. ( 1999 ). Multilevel analysis: An introduction to basic and advanced multilevel modeling . Thousand Oaks, CA : Sage . Tangney , J.P. , Stuewig , J. , & Mashek , D.J. ( 2007 ). Moral emotions and moral behavior

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Melvin Lewis, Kenon A. Brown, Samuel D. Hakim, Andrew C. Billings and Carla H. Blakey

, D.H. , & Braunstein-Minkove , J.R. ( 2016 ). Coping with athlete endorsers’ immoral behavior: Roles of athlete identification and moral emotions on moral reasoning strategies . Journal of Sport Management, 30 ( 2 ), 176 – 191 . doi:10.1123/jsm.2015-0341 10.1123/jsm.2015-0341 Lewis , M

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Ali Al-Yaaribi, Maria Kavussanu and Christopher Ring

doi:10.1016/j.copsyc.2017.05.010 10.1016/j.copsyc.2017.05.010 Kavussanu , M. , Stanger , N. , & Ring , C. ( 2015 ). The effects of moral identity on moral emotion and antisocial behavior in sport . Sport, Exercise, and Performance Psychology, 4 , 268 – 279 . doi:10.1037/spy0000040 10

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Ali Al-Yaaribi and Maria Kavussanu

.1080/02640414.2013.775473 10.1080/02640414.2013.775473 Kavussanu , M. , Stanger , N. , & Ring , C. ( 2015 ). The effects of moral identity on moral emotion and antisocial behavior in sport . Sport, Exercise and Performance Psychology, 4 , 268 – 279 . doi:10.1037/spy0000040 10.1037/spy0000040 Kline , R.B. ( 2010

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Kyungyeol (Anthony) Kim, Kevin K. Byon and Paul M. Pedersen

synthesis . New York, NY : Springer . Lazarus , R.S. , & Folkman , S. ( 1984 ). Stress, appraisal and coping . New York, NY : Springer . Lee , J.S. , Kwak , D.H. , & Braunstein-Minkove , J.R. ( 2016 ). Coping with athlete endorsers’ immoral behavior: Roles of athlete identification and moral

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Nicholas Stanger and Susan H. Backhouse

.1123/jsep.2016-0333 10.1123/jsep.2016-0333 Kavussanu , M. , Stanger , N. , & Ring , C. ( 2015 ). The effects of moral identity on moral emotion and antisocial behavior in sport . Sport, Exercise, & Performance Psychology, 4, 268 – 279 . doi:10

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Yonghwan Chang

words? Memory & Cognition, 31 , 1169 – 1180 . PubMed doi:10.3758/BF03195800 10.3758/BF03195800 Lee , J.S. , Kwak , D.H. , & Braunstein-Minkove , J.R. ( 2016 ). Coping with athlete endorsers’ immoral behavior: Roles of athlete identification and moral emotions on moral reasoning strategies