Recently, there have been several cases of scandals (cases of immoral behavior) involving popular advertising models presented in the mainstream media. These scandals threaten the images of the celebrities involved, and the companies who employee these advertising models have also expressed concerned that the immoral actions by these celebrities may have also threatened the reputation of the brands they endorse. This research focuses on how consumers process information with regards to negative scandals that involve advertising models. Specifically, this research divides consumer justification process of negative information into rationalization and moral decoupling. It further seeks to explore how consumers’ information processing of scandals differs based on the personality of the advertising model involved. In addition, this research suggests that consumer information processing of negative information is related to the consumer’s attitude toward the advertising model followed by the brand. The results of the experiment presented in this body of research found that moral decoupling is a more prevalent type of consumer processing for scandals when the advertising model involved has sincerity, while rationalization is more prevalent when the advertising model involved has excitement. Results also showed that moral decoupling and rationalization were positively related to the individual consumer’s attitude toward the advertising model, which also correlated to a higher level of brand attitude and purchase intent. This research as a whole widens the scope of available research on consumer responses toward immoral behavior involving advertising models, and provides marketers and companies with practical guidelines on how to deal with scandals involving their own models.