TY - JOUR
T1 - Celebrity endorsements in Japan and the United States
T2 - Is negative information all that harmful?
AU - Money, R. Bruce
AU - Shimp, Terence A.
AU - Sakano, Tomoaki
PY - 2006
Y1 - 2006
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.
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.
UR - http://www.scopus.com/inward/record.url?scp=33845318557&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=33845318557&partnerID=8YFLogxK
U2 - 10.2501/S0021849906060120
DO - 10.2501/S0021849906060120
M3 - Article
AN - SCOPUS:33845318557
SN - 0021-8499
VL - 46
SP - 113
EP - 123
JO - Journal of Advertising Research
JF - Journal of Advertising Research
IS - 1
ER -