The purpose of this paper is to clarify the relation between the degree of service understanding and negative images. If anything there is no knowledge about the service content, consumers can not evaluate it. To investigate whether the formation of a negative image is how it was done. Hypothesis is the degree of understanding ofconsumer finance will affect the strength of the negative image. The results of the analysis revealed the following. Consumers who do not almost understand the business of consumer finance services, have a neutral image for consumer finance. The neutral is a state neither positive nor negative. Consumer with a little understanding, has a negative image to consumer finance services. If it is possible for consumers to accurately understand the business, the negative image of the consumer finance services is reduced Therefore, it is not intended to negative image will always be enhanced by the degree of understanding. By the acquisition of knowledge not accurate,the stereotype of consumer finance is formed. The stereotypes become a stigma, affecting the image of the consumer finance brand.