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).


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.


Aviva Philipp-Muller, Ohio State University, USA
Joseph Siev, Ohio State University, USA
Richard Petty, Ohio State University, USA


NA - Advances in Consumer Research Volume 47 | 2019

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