Impact of Negative Advertising on Evaluations of Political Candidates: The 1993 Canadian Federal Election

@inproceedings{Haddock1997ImpactON,
  title={Impact of Negative Advertising on Evaluations of Political Candidates: The 1993 Canadian Federal Election},
  author={Geoffrey Haddock and Mark P. Zanna},
  year={1997}
}
  • Geoffrey Haddock, Mark P. Zanna
  • Published 1997
  • Psychology
  • We investigated the effects of negative political advertising on evaluations of political party leaders. During the 1993 Canadian federal election, the Progressive Conservative party aired two advertisements highlighting the facial paralysis of Liberal leader Jean Chretien. A sample of 110 university students completed measures of attitudes, affective responses, and cognitive responses concerning Conservative leader Kim Campbell and Jean Chretien either before or after the airing of the… CONTINUE READING

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