![Sample our Humanities journals, sign in here to start your FREE access for 14 days]({"type":"image" , "src" : "/sda/5939/TOC-Subject-Sample-2021-Humanities.jpg"})
Abstract
Though the political advertising literature has documented the effects of political advertising on political attitudes and voting behavior, less attention has been paid to the role of political advertising in stimulating information search. This study seeks to examine the impact of political advertising on real world information seeking using CMAG data from the Wisconsin Ad Project combined with Google Trends search data. Results suggest that increased advertising volume is associated with increased online information seeking. Additionally, this study tests the feasibility of using Google Trends search data as a proxy measure of political information seeking.
Additional information
Notes on contributors
Elizabeth Housholder
Elizabeth Housholder (Ph.D. University of Minnesota) is a market research manager at Wellmark Blue Cross and Blue Shield in Des Moines, Iowa. Her research interests include political communication and the psychology of political advertising effects.
Brendan R. Watson
Brendan R. Watson (Ph.D., University of North Carolina) is an assistant professor of journalism innovations at Michigan State University. His research interests include community information needs; how emerging digital and participatory communication technologies, including social media, are/are not changing the availability of, and the public’s interaction with, public affairs news and information; and quantitative research methods.
Susan LoRusso
Susan LoRusso (Ph.D., University of Minnesota) is an assistant professor in the Hubbard School of Journalism and Mass Communication at the University of Minnesota. Her research interests include mass media effects and health.