Dermody, Janine and Hanmer-Lloyd, Stuart and Koenig-Lewis, Nicole and Zhao, Anita Lifen (2014) Young British partisans’ and non-voters’ processing of attack election advertising and the implications for marketing politics. Journal of Marketing Management, 30 (9-10). pp. 974-1005. ISSN 0267-257XFull text not available from this repository.
This article presents an empirical study of young partisans’ and non-voters’ processing of attack ad messages utilised in the 2010 British general election. Expanding understanding of how these messages are processed is important because they can aid electoral and civic engagement, which is declining amongst youth. Currently, there is limited understanding of how youth process these ad messages and how they influence their engagement. We applied motivated reasoning to explore this in a national survey in England with 18- to 22-year-old British first-time voters, with data from 646 respondents presented in this article. Overall, our young partisans and non-voters employed motivated reasoning – (de)selection and critical appraisal – in their ad processing, thereby advancing understanding of how youth process attack election advertising. Concerns surrounding the use of attack election advertising emerge, suggesting the need for greater appraisal of the relevance of marketing in the development of election campaign strategies.
|Additional Information:||“This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Marketing Management on 31st Aug 2014 available online: http://www.tandfonline.com/10.1080/0267257X.2014.933866.|
|Uncontrolled Keywords:||advertising processing;attack election advertising; motivated reasoning; partisanship; political marketing; youth electoral engagement|
|Subjects:||J Political Science > JN Political institutions (Europe)
J Political Science > JN Political institutions (Europe) > JN101 Great Britain
|Divisions:||Schools and Research Institutes > Business School > Marketing and Retail|
|Research Priority Areas:||Applied Business Research|
|Depositing User:||Susan Turner|
|Date Deposited:||06 Jan 2015 12:26|
|Last Modified:||17 Mar 2017 13:08|