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JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
Credibility and Television Advertising: Negative and Positive Political Ads
Author(s): Douglas Robideaux
Citation: Douglas Robideaux, (2013) "Credibility and Television Advertising: Negative and Positive Political Ads," Journal of Marketing Development and Competitiveness, Vol. 7, Iss. 3, pp. 68 - 78
Article Type: Research paper
Publisher: North American Business Press
Abstract:
Using negative and positive television ads for presidential candidates, the cognitive and affective
components of ad attitude were examined. The Cognitive subcomponent of Ad Attitude, representing a
positive Credible/Informational/Believable dimension of attitude toward the ad is shown to be present in
negative-toned political ads but not in positive-toned ads. The Affective subcomponent of Ad Attitude,
representing a positive feeling-based dimension is shown to be strongly present for positive-toned
political ads but not for negative-toned television ads. The differences between the two ad treatments
were found to be statistically significant for both attitude subcomponents.
