Effects of Negative Political Advertising on Individuals' Cynicism and Self-Efficacy: The Impact of Ad Type and Message Exposures

Dardis, Frank E.; Shen, Fuyuan; Edwards, Heidi Hatfield

doi:10.1080/15205430701582512

Cited by 29 publications

(12 citation statements)

References 42 publications

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“…This assumption is supported by research in social and cognitive psychology (Cacioppo and Petty 1979) and consumer advertisement (Anand and Sternthal 1990;Yaveroglu and Donthu 2008), and might come from the fact that repeated messages are perceived as more valid, and thus imbued with a stronger persuasive effect (Moons, Mackie, and Garcia-Marques 2009). 2 In the field of (negative) political advertisement several studies also highlight that when respondents are repeatedly exposed to messages with the same valence the effects of such messages increases (Dardis, Shen, and Edwards 2008;Fernandes 2013;Schenck-Hamlin, Procter, and Rumsey 2000).…”

Section: Volume Effects Of Positive and Negative Messagesmentioning

confidence: 99%

“…If research on political advertising has fully embraced the study of volume and valence (e.g., Dardis, Shen, and Edwards 2008;Fernandes 2013;Shapiro and Rieger 1992;Stevens 2009), surprisingly little is known today about how different sequences of negative and positive messages affect evaluations of those exposed to them. However, assessing the effects of messages sequences has much to contribute to our knowledge of electoral dynamics.…”

Section: Introductionmentioning

confidence: 99%

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A series of persuasive events. Sequencing effects of negative and positive messages on party evaluations and perceptions of negativity

Nai

Seeberg

2018

Journal of Marketing Communications

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We test how party evaluations and perceptions of negativity are affected by sequences of positive/negative persuasive messages. In an experimental survey collected in Denmark, respondents were exposed to either a positive or a negative message on three issues in a random order; this creates a setting where we can test for the effects of eight different sequences of positive and/or negative messages. We find consistent effects. Being exposed to a higher volume of negative messages often depresses evaluations of the target, whereas being exposed to a higher volume of positive messages enhances evaluation of the sponsor. These effects are nuanced by recency effects: when a sequence ends on a negative message, regardless of its overall valence, evaluation of the target is depressed; similarly, negatively valenced sequences harm the target except when the sequence ends on a positive message. Backlash effects are unlikely, and no sequence simultaneously harms the target and promotes a positive evaluation of the sponsor. Finally, negatively valenced sequences of messages enhance perceptions of negativity, whereas positively valenced sequences do not reduce it; this trend is also nuanced by recency effects.© 2018 the author(s). Published by informa uk limited, trading as taylor & francis group. this is an open access article distributed under the terms of the Creative Commons attribution-nonCommercial-noDerivatives license (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is properly cited, and is not altered, transformed, or built upon in any way.

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Section: Volume Effects Of Positive and Negative Messagesmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

A series of persuasive events. Sequencing effects of negative and positive messages on party evaluations and perceptions of negativity

Nai

Seeberg

2018

Journal of Marketing Communications

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“…In this situation, the source of this attack may be considered aggressive and unscrupulous [100]. As a consequence, negative political messages may also produce strong counterarguments [106][107][108][109]; information obtained from this source may be ignored by the public [110], considered unbelievable [111], and even elicit a "boomerang effect"-(change to the opposite direction from the advocated position) [112] and "backlash effect" (negative feelings towards the source of the message, without a significant impact on the attitudes towards the object of attack) [113][114][115][116].…”

Section: Discussionmentioning

confidence: 99%

Is bad news on TV tickers good news? The effects of voiceover and visual elements in video on viewers’ assessment

Maj

Lewandowsky

2020

PLoS ONE

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In our experiment, we tested how exposure to a mock televised news segment, with a systematically manipulated emotional valence of voiceover, images and TV tickers (in the updating format) impacts viewers' perception. Subjects (N = 603) watched specially prepared professional video material which portrayed the story of a candidate for local mayor. Following exposure to the video, subjects assessed the politician in terms of competence, sociability, and morality.Results showed that positive images improved the assessment of the politician, whereas negative images lowered it. In addition, unexpectedly, positive tickers led to a negative assessment, and negative ones led to more beneficial assessments. However, in a situation of inconsistency between the voiceover and information provided on visual add-ons, additional elements are apparently ignored, especially when they are negative and the narrative is positive. We then discuss the implications of these findings. OPEN ACCESSCitation: Maj K, Lewandowsky S (2020) Is bad news on TV tickers good news? The effects of voiceover and visual elements in video on viewers' assessment. PLoS ONE 15(4): e0231313. https://

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“…Political ideology has been found to influence individuals' political attitudes and voting behaviors (e.g., Dardis, Shen, & Edwards, 2008). It can also affect how individuals process political advertising (Chang, 2003;Lemert, Wanta, & Lee, 1999).…”

Section: Control Variablesmentioning

confidence: 98%

Attacking or Self-Promoting? The Influence of Tone of Advertising and Issue Relevance on Candidate Evaluations and the Likelihood of Voting for an Emerging Challenger in Korea

Chen

Kim

2011

International Journal of Strategic Communication

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This experimental study examines the effectiveness of attacking strategy for a challenger candidate, and the moderating role of issue relevance in negative political advertising. Results indicate that the effects of negative advertising on the sponsoring candidate's personal attributes depend on issue relevance. That is, participants gave the highest evaluations of the sponsoring candidate's personal attributes when exposed to positive advertising with low-relevance issues. When it comes to the sponsoring candidate's qualification attributes, participants were more likely to give higher evaluations when issue relevance was high regardless of the tone of the advertising. As would be expected, the emerging challenger encountered unintended consequences in terms of participants' likelihood of voting when employing negative advertising to attack the leading candidate. Participants exposed to negative ads were less likely to vote for the sponsoring candidate than those who were exposed to positive ads.

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Effects of Negative Political Advertising on Individuals' Cynicism and Self-Efficacy: The Impact of Ad Type and Message Exposures

Cited by 29 publications

References 42 publications

A series of persuasive events. Sequencing effects of negative and positive messages on party evaluations and perceptions of negativity

A series of persuasive events. Sequencing effects of negative and positive messages on party evaluations and perceptions of negativity

Is bad news on TV tickers good news? The effects of voiceover and visual elements in video on viewers’ assessment

Attacking or Self-Promoting? The Influence of Tone of Advertising and Issue Relevance on Candidate Evaluations and the Likelihood of Voting for an Emerging Challenger in Korea

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