Why Negative Political Ads Don’T Work on Gen Y
This study demonstrates that televised political negative advertising generates high levels of negative emotions and emotional intensity upon Gen Y consumers. These responses are developing negative attitudes towards political advertising and brands that may have far reaching generational, societal and political impacts long past the end of the campaign.
Andrew Hughes (2016) ,"Why Negative Political Ads Don’T Work on Gen Y", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 309-314.
Andrew Hughes, Australian National University
NA - Advances in Consumer Research Volume 44 | 2016
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