IDEAS home Printed from https://ideas.repec.org/a/bla/socsci/v84y2003i4p843-857.html
   My bibliography  Save this article

The Effect of Negative Campaign Advertising on Vote Choice: The Mediating Influence of Gender

Author

Listed:
  • James D. King
  • Jason B. McConnell

Abstract

Objective. Some studies of negative campaign advertising's impact argue that a backlash or “boomerang effect” exists. However, the appropriate conceptualization of a boomerang effect might not be an immediate backlash against the sponsor but a delayed response that comes after repeated exposure to negative campaign advertisements. Method. We conducted an experiment using a variation of the pretest‐posttest control group design in which treatment groups were exposed to varying numbers of negative campaign advertisements. Results. There is a parabolic effect of repeated exposure to negative advertisements that is gender specific. Among women, the sponsor initially benefits from an enhanced image but suffers a decline in image when the voters become overexposed to negative advertisements. Conclusion. A reconceptualization of the “boomerang effect” of negative campaign advertising is in order.

Suggested Citation

  • James D. King & Jason B. McConnell, 2003. "The Effect of Negative Campaign Advertising on Vote Choice: The Mediating Influence of Gender," Social Science Quarterly, Southwestern Social Science Association, vol. 84(4), pages 843-857, December.
    • Handle: RePEc:bla:socsci:v:84:y:2003:i:4:p:843-857
    DOI: 10.1046/j.0038-4941.2003.08404012.x
    as

    Download full text from publisher

    File URL: https://doi.org/10.1046/j.0038-4941.2003.08404012.x
    Download Restriction: no
    File URL: https://libkey.io/10.1046/j.0038-4941.2003.08404012.x?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Ajay Kumar & Ruchi Sharma, 2017. "Perceived Influential Aspects of TV Advertising," Paradigm, , vol. 21(2), pages 192-210, December.
    2. Eiji Yamamura, 2021. "Granddaughter and voting for a female candidate," Papers 2102.13464, arXiv.org.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bla:socsci:v:84:y:2003:i:4:p:843-857. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Wiley Content Delivery (email available below). General contact details of provider: http://www.blackwellpublishing.com/journal.asp?ref=0038-4941 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.