부정적 정치광고의 효과 : 메타분석에 의거한 재평가

Abstract

This study is a systemic quantitative meta-analysis of 32 political advertising studies with regard to negative vs. non-negative (i.e., positive and neutral) advertising strategies. The meta-analysis utilized three moderators: 1) cognitive, 2) affective, and 3) behavioral responses. The study findings provided support for negative advertising strategies with regard to voters’ cognitive and affective responses. However, we found no substantial relationship between negative advertising strategies and voters’behavioral responses. As a whole, negative political advertising had intended consequences on voters’cognitive and affective responses: positive consequences for the sponsors and negative consequence for the targets. However, negative political advertising did not manipulate voters’behavioral effects.