Article2006

Celebrity Endorsements in Japan and the United States: Is Negative Information All That Harmful?

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

117 citations0/0 files storedJournal of Advertising Research

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

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.

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References

1991Culture and the Self: Implications for Cognition, Emotion, and Motivation 1988The Confucius connection: From cultural roots to economic growth 1977The Intuitive Psychologist And His Shortcomings: Distortions in the Attribution Process 1990Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness 1997Individual and collective processes in the construction of the self: Self-enhancement in the United States and self-criticism in Japan.1998Negative information weighs more heavily on the brain: The negativity bias in evaluative categorizations.1990An Investigation into the “Match-up” Hypothesis in Celebrity Advertising: When Beauty May Be Only Skin Deep 2000Consumer Response to Negative Publicity: The Moderating Role of Commitment

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2012An examination of the celebrity endorsements and online customer reviews influence female consumers’ shopping behavior 2015The social, economic and environmental dimensions of corporate social responsibility: The role played by consumers and potential entrepreneurs 2012The Impact of Negative Publicity on Celebrity Ad Endorsements 2011Multiple endorsers and multiple endorsements: The influence of message repetition, source congruence and involvement on brand attitudes

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