Visual Inferences and Advertising Spending in Political Marketing
This paper explores how advertising spending and candidate appearance influence Congressional electoral outcomes. Our analyses reveal that campaign spending and visual inferences about candidate personality traits significantly predict vote share, but these factors have asymmetric effects across the major parties.
Michael Lewis and JoAndrea Hoegg (2009) ,"Visual Inferences and Advertising Spending in Political Marketing", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 728-729.
Michael Lewis, Washington University in St. Louis, USA
JoAndrea Hoegg, University of British Columbia, Canada
NA - Advances in Consumer Research Volume 36 | 2009
G10. The Effects of self-construal on evaluations of brand logo colors
Eunmi Jeon, Sungkyunkwan University
Myungwoo Nam, Georgia Tech, USA
It’s About Trust: The Diffusion of Deviant Consumer Behavior
Peter Voyer, University of Windsor
I9. From Childhood Toys to Grownup Choices: Understanding the Gendered Appeal of Violent Media
Martin A. Pyle, Ryerson University