The Moderating Influence of Political Involvement on Voters' Attitudes toward Attack Ads

The purpose of this study was to determine whether voters' attitudes toward political ads are moderated by their level of political involvement. Two studies were conducted, both during national and state elections. The results were consistent. Low-involvement voters view political ads in genera...

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Bibliographische Detailangaben

Veröffentlicht in:	Journal of marketing theory and practice 2013-01, Vol.21 (1), p.91-102
Hauptverfasser:	Stone, George W., Blodgett, Jeffrey G., Nkonge, Japhet, Cort, Kathryn T.
Format:	Artikel
Sprache:	eng
Schlagworte:	Candidates Demographics Election results Negative campaigning Political advertising Political campaigns Politics Research Note State elections Studies Voter behavior Voters
Online-Zugang:	Volltext
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