haku: @indexterm ADVERTISING / yhteensä: 1883
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| Tekijä: | Coulter, K.S. |
| Otsikko: | The Tri-mediation model of persuasion. A case for negative political advertising? |
| Lehti: | International Journal of Advertising
2008 : VOL. 27:5, p. 853-883 |
| Asiasana: | advertising marketing communication politics USA models |
| Kieli: | eng |
| Tiivistelmä: | This paper models the effects of positive vs. negative (political) advertising. It is shown that positive and two different types of negative advertising will lead viewers to formulate specific attitudes (here as: attds.) towards the brand (sponsor). However, the way in which these attds. are formed will be affected by ad type and argument strength. It is found that under strong message argument conditions (as: m-a-cds.), negative attack ads may lead to more positive evaluations of the sponsoring candidate, while under weak m-a-cnds., direct comparison ads may be superiour. The traditional Dual mediation model of persuasion is redefined in developing the model to include the effects of negative appeals. The resultant Tri-mediation model of persuasion offers significant insights into the nature of cognitive processing resulting from exposure to negative advertising. |
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