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Abstract This study investigates the “dual effects” of negative political information. Research in negative political advertising indicates that negative ads can have intended effects, harming the target of such attacks, or they can boomerang, thereby harming the sponsor (or the opponent of the...
Abstract A total of 236 students participated in an experiment testing the effects of positive, negative, and negative comparative political advertising on key variables in the political decision-making process. Participants exposed to negative advertising found it less useful for political...
Abstract This experimental research compares exposure to presidential ads via the Internet versus traditional channels in the 2000 presidential campaign. The results indicate that undecided voters exposed to Internet political advertising changed their vote choice to Al Gore, whereas undecideds...
Abstract The Virginia Senate campaign between incumbent Democratic Senator Chuck Robb and Republican challenger George Allen was widely touted as one of the most crucial elections in the battle for the Senate. This study presents a pretest / posttest causal exploration of advertising effects for...
Abstract This paper compares negative and comparative political advertisements in terms of the cognitive responses their viewers have. In an experiment using ads from a 2000 congressional race, comparative ads provoked fewer source derogations but more counterarguments than did negative ads, a...
Abstract This study focuses on issues related to political advertising and electoral behavior through an examination of political advertising believability, the perceived value of information sources utilized and available in election campaigns, voter involvement, confidence, and emotion. The...
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