1A When Politicized Advertising Campaigns Backfire
We sought to test whether staunch, one-sided messages on controversial issues would garner oppositional word of mouth among ambivalent consumers. We found that one-sided tweets (vs. balanced tweets) led ambivalent consumers to share oppositional articles (Studies 1a and 1b) and engage in oppositional word of mouth (Study 2).
Citation:
Aviva Philipp-Muller, Joseph Siev, and Richard Petty (2019) ,"1A When Politicized Advertising Campaigns Backfire", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 987-981.
Authors
Aviva Philipp-Muller, Ohio State University, USA
Joseph Siev, Ohio State University, USA
Richard Petty, Ohio State University, USA
Volume
NA - Advances in Consumer Research Volume 47 | 2019
Share Proceeding
Featured papers
See MoreFeatured
B10. Wearing V Neck, Getting More Trust: An Evolutionary Psychology Approach to Examine the Effect of Collar Style on Trust
jialiang xu, University of Manitoba, Canada
Fang Wan, University of Manitoba, Canada
chenbo zhong, University of Toronto, Canada
Featured
C1. Promoting Subjective Preferences in Simple Choices During Sleep
Sizhi Ai, First Affiliated Hospital of Xinxiang Medical University
Yunlu Yin, University of Hong Kong
Yu Chen, Peking University
Lin Lu, Peking University
Lusha Zhu, Peking University
Jie Shi, Peking University
Featured
Ritual Scholarship in Marketing: Past, Present and Future
Cele Otnes, University of Illinois at Urbana-Champaign, USA
Linda Tuncay Zayer, Loyola University Chicago, USA
Robert Arias, University of Illinois at Urbana-Champaign, USA
Arun Sreekumar, University of Illinois at Urbana-Champaign, USA