In the current era dominated by the traffic economy

celebrity endorsements have become a marketing tool for brands to boost consumption. When the image of the endorser does not match the attributes of the product

creating a contrast between the image and the product

it can subvert the public's perception. Although this does not violate the law

it still has an impact on consumer behavior. However

there is a lack of relevant research on this topic. Existing studies mostly focus on negative scandals where celebrities violate the law

while there is less research on the contrast between the image and the product that does not reach the point of complete collapse. This study takes the example of Liu Genghong recommending high-calorie snacks to focus on the contrast between the image and the product

and conducts research based on multiple theoretical models. It deeply analyzes the relationship between Liu Genghong's image and consumer behavior

and dissects the influence mechanism

the role of attribution methods

fan loyalty

and other factors. This research provides a real reference

enriches the study of celebrity endorsements on consumer behavior

refines the research on the contrast between the image of non-typical collapsed celebrities

and provides an objective reference for brands to choose endorsers and conduct business cooperation

avoiding business risks

and offering insights for the marketing of celebrity teams.