The Black‐Sheep Effect: How Positive and Negative Advertisements Affect Voters' Perceptions of the Sponsor of the Advertisement¹

Abstract

Participants read a positive or negative (mock) political advertisement that was sponsored by either an in‐group (subject and sponsor were members of the same political party) or an out‐group (subject and sponsor were members of different political parties) member. The results found support for a black‐sheep effect. An in‐group sponsor of a positive advertisement was evaluated more positively than any out‐group member, regardless of advertisement type, or an in‐group member who sponsored a negative advertisement. However, an in‐group sponsor of a negative advertisement was evaluated more negatively than either an in‐group sponsor of a positive advertisement. or an out‐group sponsor. regardless of advertisement type. The results are discussed in terms of social identity theory.