Human Communication

Abstract

Political advertising is one of the dominant media for reaching voters. Previous metaanalyses (Allen & Burrell, 2002; Lau, Sigelman, Heldman, & Babbitt, 1999) found little or no net benefit to negative versus positive ads. However, this finding does not reveal whether ads have effects (both or neither could be persuasive). A meta-analysis revealed that… (More)

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