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- W2011796168 abstract "<h3>ABSTRACT</h3> 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 <i>more</i> 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." @default.
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- W2011796168 date "2006-03-01" @default.
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- W2011796168 title "Celebrity Endorsements in Japan and the United States: Is Negative Information All That Harmful?" @default.
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- W2011796168 doi "https://doi.org/10.2501/s0021849906060120" @default.
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