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

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

Research output: Contribution to journalArticle

63 Citations (Scopus)

Abstract

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.

Original languageEnglish
Pages (from-to)113-123
Number of pages11
JournalJournal of Advertising Research
Volume46
Issue number1
DOIs
Publication statusPublished - 2006 Dec 12

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ASJC Scopus subject areas

  • Communication
  • Marketing

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