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Why negative political ads don't work on Gen Y

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Date

2016

Authors

Hughes, Andrew

Journal Title

Journal ISSN

Volume Title

Publisher

Association for Consumer Research

Abstract

This study demonstrates that televised political negative advertising generates high levels of negative emotions and emotional intensity upon Gen Y consumers. These responses are developing negative attitudes towards political advertising and brands that may have far reaching generational societal and political impacts long past the end of the campaign

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Keywords

Citation

URI

https://hdl.handle.net/1885/733743626

Collections

ANU Research Publications

Source

Advances in Consumer Research

Type

Journal article

Book Title

Entity type

Access Statement

License Rights

DOI

Restricted until

2099-12-31

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