RT Journal Article
SR Electronic
T1 Celebrity Endorsements in Japan and the United States: Is Negative Information All That Harmful?
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 113
OP 123
DO 10.2501/S0021849906060120
VO 46
IS 1
A1 Money, R. Bruce
A1 Shimp, Terence A.
A1 Sakano, Tomoaki
YR 2006
UL http://www.journalofadvertisingresearch.com/content/46/1/113.abstract
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.