PT - JOURNAL ARTICLE AU - R. Bruce Money AU - Terence A. Shimp AU - Tomoaki Sakano TI - Celebrity Endorsements in Japan and the United States: Is Negative Information All That Harmful? AID - 10.2501/S0021849906060120 DP - 2006 Mar 01 TA - Journal of Advertising Research PG - 113--123 VI - 46 IP - 1 4099 - http://www.journalofadvertisingresearch.com/content/46/1/113.short 4100 - http://www.journalofadvertisingresearch.com/content/46/1/113.full SO - J Advert Res2006 Mar 01; 46 AB - 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.