Dermody, Janine and Hanmer-Lloyd, Stuart and Koenig-Lewis, Nicole and Zhao, Anita Lifen (2015) Young British Partisan Attitudes to Negative Election Campaign Advertising: A Tri-Party Perspective [Online first]. Journal of Political Marketing, 15 (4). pp. 333-36. ISSN 1537-7857Full text not available from this repository.
This article presents an empirical investigation of young partisan first-time voter attitudes toward the use of negative attack advertising in a British general election. Partisanship, particularly in relation to negative advertising and third-party effects, is significantly under-researched, yet it advances understanding of youth electoral interaction. Our study confirms that young British partisans are not passive recipients of information, but are actively involved in information processing, interpretation, and counter arguing. Our findings also highlight a third-party effect among young partisans in their evaluation of the attack advertising. Overall our young partisans broadly reject image-attack election ads, which raises a “health warning” on its use in future election campaigning. The findings of this study are of significant interest to election campaign strategists in their planning for future elections and to political researchers striving to advance understanding within the field of political marketing.
|Additional Information:||This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Political Marketing on 7 May 2015, available online: http://www.tandfonline.com/10.1080/15377857.2014.959687.|
|Uncontrolled Keywords:||British elections, motivated reasoning, negative attack advertising, partisanship, tri-party attitudes, youth electoral engagement|
|Subjects:||J Political Science > J General legislative and executive papers
J Political Science > JF Political institutions (General)
|Divisions:||Schools and Research Institutes > Business School > Marketing and Retail|
|Research Priority Areas:||Applied Business Research|
|Depositing User:||Ineke Tijsma|
|Date Deposited:||17 Mar 2015 15:48|
|Last Modified:||24 Mar 2017 15:24|