Political Advertising and the Older Electorate

Autor:	Elizabeth Johnson Avery, Ruthann Weaver Lariscy, Spencer F. Tinkham
Rok vydání:	2009
Předmět:	Marketing Politics Communication Vulnerability Voting behavior Advertising Younger people Business and International Management Older people Psychology Social psychology Political advertising
Zdroj:	Journal of Advertising. 38:105-120
ISSN:	1557-7805 0091-3367
DOI:	10.2753/joa0091-3367380207
Popis:	An experimental study involving samples of young and old voters examines whether older people are more susceptible to various types of political advertisements (positive versus negative and ambiguous versus clear) than are their younger counterparts. Our results extend research from cognitive psychology into political advertising and confirm age-related differences that favor younger people. The results are mixed regarding the persuasive impact of political advertisements. Specifically, younger people actually show greater attitudinal vulnerability and the oldest voters show the greatest behavioral vulnerability.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::b7e5219d5feb9a17cdfe7edd4fa64b12 https://doi.org/10.2753/joa0091-3367380207 Zobrazit plný text záznamu Plný text ve formátu PDF