TY - JOUR T1 - Celebrity Endorsements in Japan and the United States: Is Negative Information All That Harmful? JF - Journal of Advertising Research JO - J Advert Res SP - 113 LP - 123 DO - 10.2501/S0021849906060120 VL - 46 IS - 1 AU - R. Bruce Money AU - Terence A. Shimp AU - Tomoaki Sakano Y1 - 2006/03/01 UR - http://www.journalofadvertisingresearch.com/content/46/1/113.abstract N2 - 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. ER -