What does a negative political ad really say? The effects of different content dimensions

Hsuan-Yi Chou Department and Graduate Institute of Business Administration, National Taiwan University, No. 1, Sec. 4, Roosevelt Rd., Taipei, 106, TaiwanCorrespondence[email protected]

Nai-Hwa Lien Department and Graduate Institute of Business Administration, National Taiwan University, No. 1, Sec. 4, Roosevelt Rd., Taipei, 106, Taiwan

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Kirsten A. Passyn, David LeBaron & Robert J. Riggle. (2022) When Politics Disgust: Emotional versus Rational Processing of Attack Ads. Journal of Nonprofit & Public Sector Marketing 0:0, pages 1-34.
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Hsuan-Yi Chou. (2020) Effects of pronoun use in campaign advertisements on young Taiwanese voters. Chinese Journal of Communication 13:2, pages 165-186.
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H.-Y. Chou & N.-H. Lien. (2013) The effects of appeal types and candidates' poll rankings in negative political advertising. Asian Journal of Communication 23:5, pages 489-518.
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Articles from other publishers (5)

Nadr El Hana & Ouidade Sabri. (2022) Le contenu de la parodie affecte-t-il l’attitude envers l’homme politique parodié ? Une analyse de médiation modérée. Décisions Marketing N° 106:2, pages 31-51.
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David J. Grüning & Thomas W. Schubert. (2022) Emotional Campaigning in Politics: Being Moved and Anger in Political Ads Motivate to Support Candidate and Party. Frontiers in Psychology 12.
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Kristina Ročkutė, Inga Minelgaitė, Ligita Zailskaitė-Jakštė & Robertas Damaševičius. (2018) Brand Awareness in the Context of Mistrust: The Case Study of an Employment Agency. Sustainability 10:3, pages 695.
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Hsuan-Yi Chou & Min-Hung Yeh. (2018) Minor language variations in campaign advertisements: The effects of pronoun use and message orientation on voter responses. Electoral Studies 51, pages 58-71.
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Wan Chang & I Chang. (2014) The Influences of Humorous Advertising on Brand Popularity and Advertising Effects in the Tourism Industry. Sustainability 6:12, pages 9205-9217.
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What does a negative political ad really say? The effects of different content dimensions

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What does a negative political ad really say? The effects of different content dimensions

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