Effects of print comparative political advertising on political decision-making and participation |
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Authors: | BE Pinkleton |
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Affiliation: | Edward R Murrow School of Communication, Washington State University, USA |
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Abstract: | An experiment examined intended and unintended effects of print comparative political advertising on political decision-making, voting preferences, and situational election involvement. Results suggested that comparative advertising reduces targeted-candidate voting preferences while avoiding most forms of voter backlash. Voter backlash was evidenced, however, in participants' perceptions that the sponsoring candidate was mean-spirited. Comparative advertising significantly increased participants' situational election involvement. |
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