Celebrity endorsements in Japan and the United States: Is negative information all that harmful?

R. Bruce Money*, Terence A. Shimp, Tomoaki Sakano

*この研究の対応する著者

研究成果: Article査読

81 被引用数 (Scopus)

抄録

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.

本文言語English
ページ(範囲)113-123
ページ数11
ジャーナルJournal of Advertising Research
46
1
DOI
出版ステータスPublished - 2006

ASJC Scopus subject areas

  • 通信
  • マーケティング

フィンガープリント

「Celebrity endorsements in Japan and the United States: Is negative information all that harmful?」の研究トピックを掘り下げます。これらがまとまってユニークなフィンガープリントを構成します。

引用スタイル