@article {Money113, author = {R. Bruce Money and Terence A. Shimp and Tomoaki Sakano}, title = {Celebrity Endorsements in Japan and the United States: Is Negative Information All That Harmful?}, volume = {46}, number = {1}, pages = {113--123}, year = {2006}, doi = {10.2501/S0021849906060120}, publisher = {Journal of Advertising Research}, abstract = {This research involves a comparative study conducted in the United States and Japan to investigate whether the form of negative information about a celebrity (other- or self-oriented) results in differential evaluations of the brand endorsed by the celebrity. Surprisingly, we find that both Japanese and Americans view endorsed products more positively in the presence of self-oriented negative information, a possible suspension of the famous fundamental attribution error in human judgment. Implications for advertising practitioners are discussed.}, issn = {0021-8499}, URL = {https://www.journalofadvertisingresearch.com/content/46/1/113}, eprint = {https://www.journalofadvertisingresearch.com/content/46/1/113.full.pdf}, journal = {Journal of Advertising Research} }