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Young British partisans’ and non-voters’ processing of attack election advertising and the implications for marketing politics / Janine Dermody; Stuart Hanmer-Lloyd; Nicole Koenig-Lewis; Anita Lifen Zhao

Journal of Marketing Management, Volume: 30, Issue: 9-10, Pages: 974 - 1005

Swansea University Author: Zhao, Anita

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DOI (Published version): 10.1080/0267257X.2014.933866

Abstract

This paper titled ‘Young British Partisans’ and Non-Voters’ Processing of Attack Election Advertising and the Implications for Marketing Politics’. It reports findings from an emprical of young partisans' and non-voters' processing of attack advertising messages that were used in the 2010...

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Published in: Journal of Marketing Management
Published: 2014
Online Access: http://www.tandfonline.com/doi/pdf/10.1080/0267257X.2014.933866#.VEDjqldfavk
URI: https://cronfa.swan.ac.uk/Record/cronfa18745
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Abstract: This paper titled ‘Young British Partisans’ and Non-Voters’ Processing of Attack Election Advertising and the Implications for Marketing Politics’. It reports findings from an emprical of young partisans' and non-voters' processing of attack advertising messages that were used in the 2010 British general election. Voters' and non-voters' view from three major parties are examined. Motivated reasoning is applied to form the conceptual foundation of this study. We focused on 18-22-year-old British first-time voters. Findings are reported and some marketing implications are presented.
Keywords: advertising processing, attack election advertising, motivated reasoning, partisanship, political marketing, youth electoral engagement
College: School of Management
Issue: 9-10
Start Page: 974
End Page: 1005