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



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