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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