When celebrity endorser Cybill Shepherd confessed that she did not eat red meat, even though she had been doing promotions for the beef industry, she was replaced as an endorser. According to balance theory, this endorsement backfired because:

Question

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Balance theory suggests that when there is inconsistency in the relationship among the endorser, the product, and the consumer, it leads to discomfort or imbalance. In this case, Cybill Shepherd's confession that she did not eat red meat, despite promoting the beef industry, created an inconsistency in the star-product relationship, leading to the endorsement backfiring.

When Celebrity Endorser Cybill Shepherd Confessed That She Did Not