ScholarWorks@숙명여자대학교

초록

This is an interdisciplinary study of reputation from a combined approach of PR communication study and evolution-psychology. The purpose is to contribute and discuss about theoretical aspect of reputation. Tall Puppy scale is adopted to reveal how people feel about other people who are highly famous when they succeed and fall. Data collection was conducted online from Korea and US yielding a sample of 866. The result showed a surprising picture that Korean people have strongly negative attitude toward famous people than any other country participants. Their mind was ruthless and less supportive for famous people. Especially elderly Koreans revealed fierce reputation attitude. Among many, the first predictor of reputation hierarchy was Self-esteem. People with higher self-esteem were generous about famous figures while people with low self-esteem prefer the fall of tall puppies. More discussion and study is necessary to see if this zero-some Schadenfreude sentiment could explain brand psychology in general.

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