Confirmation and the Effects of Valenced Political Advertising: A Field Experiment

Autor:	Joel E. Urbany, Joan M. Phillips, Thomas J. Reynolds
Rok vydání:	2008
Předmět:	Marketing Economics and Econometrics Presidential election Field (Bourdieu) Reactance Advertising Cognition Politics Arts and Humanities (miscellaneous) Anthropology Spite Position (finance) Business and International Management Psychology Social psychology Backlash
Zdroj:	Journal of Consumer Research. 34:794-806
ISSN:	1537-5277 0093-5301
Popis:	There are ongoing questions in the literature and in the field about why, in spite of voter dislike, negative advertising continues to get widespread usage in politics. In a field experiment that assessed responses to actual ads shortly before the 2004 U.S. presidential election, we found that negative advertising produced more critical responses than positive advertising even for the voters' favored candidate. Yet, our findings suggest that the effects of negative advertising are multidimensional; four different effects—reinforcement, backlash, defensive reactance, and position change—were identified. We discuss the costs and potential returns from these effects and the limitations of this study, and we propose directions for future research.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::af8d7e54069fe6ea78d6c006e9338c2d https://doi.org/10.1086/523287 Zobrazit plný text záznamu Plný text ve formátu PDF