Cognitive and Affective Evaluations of Political Advertising in Latin America: the Effect of Message Strategy

Sindy Chapa, The Center for Study of Latino Media and Markets, Texas State University
Angela Hausman, Xavier University
Michael S. Minor, The University of Texas Pan American
This study proposes to compare advertising evaluations across four message strategies in televised political advertising as moderators between emotions and cognitions and these evaluations. A quasi-experimental design was employed to manipulate the four message strategies by showing a specific simulated commercial to the participants. The data was collected in Mexico City and Matamoros among different social groups. Overall, the results revealed that competitive ads produced the most favorable evaluations of cognition and emotion, whereas the attacking ads created the least favorable. Finally, direct comparative ads showed less favorable thoughts than indirect comparative ads, but more favorable than attacking ads, but did not impact emotions.
[ to cite ]:
Sindy Chapa, Angela Hausman, and Michael S. Minor (2008) ,"Cognitive and Affective Evaluations of Political Advertising in Latin America: the Effect of Message Strategy", in LA - Latin American Advances in Consumer Research Volume 2, eds. Claudia R. Acevedo, Jose Mauro C. Hernandez, and Tina M. Lowrey, Duluth, MN : Association for Consumer Research.