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.
Citation:
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.
Authors
Andrew Hughes, Australian National University
Volume
NA - Advances in Consumer Research Volume 44 | 2016
Share Proceeding
Featured papers
See MoreFeatured
M6. Approaching Negative Experience
Liang Shen, Shanghai Jiao Tong University
Fengyan Cai, Shanghai Jiao Tong University
Ying Yu, Huazhong Agricultural University
Featured
Effects of Retail Food Sampling on Subsequent Purchases: Implications of Sampling Healthy versus Unhealthy Foods on Choices of Other Foods
Dipayan Biswas, University of South Florida, USA
Jeffrey Inman, University of Pittsburgh, USA
Johanna Held, University of Bayreuth
Featured
F2. Can Stricter Ethical Standards Increase Tolerance for Ethical Misconduct?
Olya Bullard, University of Winnipeg
Sara Penner, University of Manitoba, Canada
Kelley Main, University of Manitoba, Canada