An Aggregate Examination of the Backlash Effect in Political Advertising: The Case of the 1996 U.S. Senate Race in Minnesota

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 tar...

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Veröffentlicht in:	Journal of advertising 2002-03, Vol.31 (1), p.1-12
Hauptverfasser:	Jasperson, Amy E., Fan, David P.
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising Advertising agencies Advertising campaigns Advertising expenditures Advertising research Advertising signs Analysis Attitude (Psychology) Beliefs, opinions and attitudes Candidates Comparative advertising Congressional candidates Consumers Electioneering Elections Marketing industry Negative campaigning Political advertising Political aspects Political campaigns Political candidates Political organizations Political science Political science research Politics Polls Product information Ratings & rankings Social psychology Statistical analysis Studies Trends United States Senate Voter behavior Voters Voting Voting research
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