Perceptions and Misperceptions of Political Advertising
The ABCA Journal of Business CommunicationPublished 1 April 1973
Timothy P. Meyer, Thomas R. Donohue
Citations6
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Abstract
This study documents the tendency of hearers to misperceive the contents of paid political radio advertising, particularly for high-credibility candidates: they read in even more positive information than is in the actual ad.
Keywords
Social Sciences
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Ninety college students looking both at ads and at illogical re-statements of their contents were prone to accept the illogic—perhaps because they were looking for what the advertiser would have liked most to say.