Unleashing the Watchdogs on Political Advertising

Abstract:

This experimental study looked at the effects of newspaper "adwatches" designed to check the factualness of political advertising in a local campaign. Using the Elaboration Likelihood Model as a framework, the study tested source credibility as a peripheral cue vs. argument quality as a central processing cue. Dependent variables included evaluation of the candidate, the ad, and likelihood of voting for the candidate.

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