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

Autor:	R. Bruce Money, Tomoaki Sakano, Terence A. Shimp
Rok vydání:	2006
Předmět:	Marketing Communication Fundamental attribution error Negative information Differential (mechanical device) Advertising Human judgment Psychology
Zdroj:	Journal of Advertising Research. 46:113-123
ISSN:	0021-8499
Popis:	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.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::9c4a0a2b5d164a0e382422a9874b8e14 https://doi.org/10.2501/s0021849906060120 Zobrazit plný text záznamu Plný text ve formátu PDF Plný text ve formátu HTML
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