ERIC Number: EJ581362
Record Type: CIJE
Publication Date: 1998
Reference Count: 0
The Effects of Print Comparative Political Advertising on Political Decision-Making and Participation.
Pinkleton, Bruce E.
Journal of Communication, v48 n4 p24-36 Aut 1998
Examines intended and unintended effects of print comparative political advertising on political decision making, voting preferences, and situational election involvement among a sample of communication and business undergraduate students. Suggests that comparative advertising reduces targeted-candidate voting preferences while avoiding most forms of voter backlash. Finds that comparative advertising significantly increased participants' situational election involvement. (CR)
Publication Type: Journal Articles; Reports - Evaluative
Education Level: N/A
Authoring Institution: N/A