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Confirmation and the Effects of Valenced Political Advertising: A Field Experiment

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  • Joan M. Phillips
  • Joel E. Urbany
  • Thomas J. Reynolds

Abstract

There are ongoing questions in the literature and in the field about why, in spite of voter dislike, negative advertising continues to get widespread usage in politics. In a field experiment that assessed responses to actual ads shortly before the 2004 U.S. presidential election, we found that negative advertising produced more critical responses than positive advertising even for the voters' favored candidate. Yet, our findings suggest that the effects of negative advertising are multidimensional; four different effects-reinforcement, backlash, defensive reactance, and position change-were identified. We discuss the costs and potential returns from these effects and the limitations of this study, and we propose directions for future research. (c) 2007 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Joan M. Phillips & Joel E. Urbany & Thomas J. Reynolds, 2008. "Confirmation and the Effects of Valenced Political Advertising: A Field Experiment," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(6), pages 794-806, October.
    • Handle: RePEc:oup:jconrs:v:34:y:2008:i:6:p:794-806
    DOI: 10.1086/523287
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    Cited by:

    1. Niam Yaraghi & Darrell M West & Ram D Gopal & Ram Ramesh, 2020. "(How) did attack advertisements increase Affordable Care Act enrollments?," PLOS ONE, Public Library of Science, vol. 15(2), pages 1-20, February.
    2. Brett Gordon & Mitchell Lovett & Ron Shachar & Kevin Arceneaux & Sridhar Moorthy & Michael Peress & Akshay Rao & Subrata Sen & David Soberman & Oleg Urminsky, 2012. "Marketing and politics: Models, behavior, and policy implications," Marketing Letters, Springer, vol. 23(2), pages 391-403, June.
    3. Beth L. Fossen & Girish Mallapragada & Anwesha De, 2021. "Impact of Political Television Advertisements on Viewers’ Response to Subsequent Advertisements," Marketing Science, INFORMS, vol. 40(2), pages 305-324, March.
    4. Carlson, Kurt A. & Guha, Abhijit, 2011. "Leader-focused search: The impact of an emerging preference on information search," Organizational Behavior and Human Decision Processes, Elsevier, vol. 115(1), pages 133-141, May.
    5. Mitchell J. Lovett & Ron Shachar, 2011. "The Seeds of Negativity: Knowledge and Money," Marketing Science, INFORMS, vol. 30(3), pages 430-446, 05-06.
    6. Barton, Jared & Castillo, Marco & Petrie, Ragan, 2016. "Negative campaigning, fundraising, and voter turnout: A field experiment," Journal of Economic Behavior & Organization, Elsevier, vol. 121(C), pages 99-113.
    7. Rajesh Bagchi & Sung H. Ham & Chuan He, 2020. "Strategic Implications of Confirmation Bias‐Inducing Advertising," Production and Operations Management, Production and Operations Management Society, vol. 29(6), pages 1573-1596, June.

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