ScholarWorks@숙명여자대학교

초록

This is a study of reputation from the perspective of evolutionary psychology. To start a theory building process in PR, Tall Puppy scale is examined using dominance hierarchy and reputation hierarchy. Tall Puppy scale is a measure toward highly successful, thus famous people. when they fall. The result showed that Koreans have negative attitude toward famous people 8times more and prefer their fall than Austrailians. The number one variable to explain the psychology of reputation hierarchy was self-esteem. It was strongly correlated with reputation hierarchy attitude. People with higher self-esteem were more generous about famous figures when people with low self-esteem prefer more the fall of tall puppies. A discussion for reputation hierarchy theory is followed.

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