Effects of Negative Political Advertising on Voting Intention: An Exploration of the Roles of Involvement and Source Credibility in the Development of Voter Cynicism

Yoon, Kak; Pinkleton, Bruce E.; Ko, Wonjun

doi:10.1080/1352726042000315423

Cited by 83 publications

(60 citation statements)

References 50 publications

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“…In such an investigation, a response to an opponent's ad highlighting a candidate's inconsistency would be measured, with issue relevance and voter attribution as moderators. This would be interesting as Yoon et al (2005) have recently found that the impact of negative advertising on intent to vote for a candidate is influenced by the credibility of the source.…”

Section: Discussionmentioning

confidence: 98%

When does a candidate’s inconsistency matter to the voter?

Karande

Case

Mady

2008

International Journal of Advertising

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A review of the literature indicates that there is little research on how voters respond to candidates' inconsistency on issues. Our study addresses this gap. We investigate whether voter response in terms of trust, attitude towards the candidate and intention to vote for the candidate is negatively influenced by a candidate's inconsistency on an issue and by the voter's attribution of the candidate's motive to a genuine desire to benefit the voter or to a ruse to garner their vote. Further, it is investigated whether this negative impact is stronger when the issue is relevant to the voter; and whether the effect of inconsistency depends on the attribution and issue relevance. The hypotheses are tested by conducting an experiment with 242 subjects. Results indicate that there is a three-way interaction and the effects of inconsistency depend upon the attribution and relevance. The effects of inconsistency are found only in certain conditions based on relevance and attribution. Attribution, however, is found to have an impact on all three aspects of voter response regardless of relevance of the issue and voter attribution. Thus, many candidates who might be tempted to argue that they have been 'not inconsistent' might be better off explaining the reasons for their change in position. Limitations and suggestions for future research are provided.

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Section: Discussionmentioning

confidence: 98%

When does a candidate’s inconsistency matter to the voter?

Karande

Case

Mady

2008

International Journal of Advertising

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“…One study demonstrated that negative political advertising caused an increase in cynicism (Tedesco, 2002), whereas another study demonstrated that negative ads did not affect cynicism . Still other studies have shown that the medium in which the ads are presented can differentially affect cynicism (Kaid & Postelnicu, 2005), as can individuals' political involvement and the message source's credibility (Yoon, Pinkleton, & Ko, 2005). However, none of the aforementioned studies incorporated ad type as an independent variable, so it is difficult to distinguish if NEGATIVE POLITICAL ADS, CYNICISM, AND SELF-EFFICACY any effects or noneffects were attributable to this factor.…”

Section: Research Questionsmentioning

confidence: 96%

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

Dardis

Shen

Edwards

2008

Mass Communication and Society

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“…Ads designed to prevent young teens from smoking often induce retaliatory consumption by college-aged smokers (Wolburg, 2004). Increased voter cynicism may be an unintended byproduct of negative political advertising (Yoon et al, 2005). As ignorance is only a mitigating rather than a negating factor in assigning blame (Weiner, 1995), responsibility in advertising requires that such unplanned consequences be addressed immediately by advertisers.…”

Section: Properties Of Responsible Adsmentioning

confidence: 99%