Hughes, Andrew2025-03-272025-03-270098-9258https://hdl.handle.net/1885/733743626This 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 campaignapplication/pdfen-AU©2016 The authors20162023-12-17