Celebrity Endorsements in Japan and the United States: Is Negative Information All That Harmful?
Celebrity Endorsements in Japan and the United States: Is Negative Information All That Harmful?
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DOI：
10.2501/s0021849906060120
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发表时间：
2006-03
影响因子：
2.5
通讯作者：
R. B. Money;Terence A. Shimp;Tomoaki Sakano
中科院分区：
文献类型：
--
作者：
R. B. Money;Terence A. Shimp;Tomoaki Sakano
摘要本研究在美国和日本进行了一项比较研究，以调查关于名人的负面信息（其他或自我导向）的形式是否会导致对名人认可的品牌的不同评价。令人惊讶的是，我们发现，在存在自我导向的负面信息的情况下，日本人和美国人对认可的产品的看法都更加积极，这可能暂停了人类判断中著名的基本归因错误。广告从业人员的影响进行了讨论。
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.