MEDIA ADVERTISING AND BALLOT INITIATIVES: THE CASE OF ANIMAL WELFARE REGULATION.
Spending on political advertising increases with every election cycle, not only for congressional or presidential candidates, but also for state-level ballot initiatives. There is little research in marketing, however, on the effectiveness of political advertising at this level. In this study, we co...
| Publicado en: | Contemporary Economic Policy Vol. 31; no. 1; pp. 145 - 163 |
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| Autores principales: | , , |
| Formato: | Artículo |
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Wiley-Blackwell
Jan2013
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| Materias: | |
| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=ssf&AN=84943621&site=ehost-live header: @attributes: shortDbName: ssf uiTerm: 84943621 longDbName: Social Sciences Full Text (H.W. Wilson) uiTag: AN controlInfo: bkinfo: jinfo: jid: 10743529 CEY jtl: Contemporary Economic Policy issn: 10743529 maglogo: Y pubinfo: dt: Jan2013 vid: 31 iid: 1 pid: 480 pub: Wiley-Blackwell artinfo: ui: 84943621 10.1111/j.1465-7287.2011.00292.x ppf: 145 ppct: 18 formats: fmt: – @attributes: type: T – @attributes: type: P size: 630KB tig: atl: MEDIA ADVERTISING AND BALLOT INITIATIVES: THE CASE OF ANIMAL WELFARE REGULATION. aug: au: RICHARDS, TIMOTHY ALLENDER, WILLIAM FANG, DI affil: Richards: Morrison School of Agribusiness and Resource Management, Arizona State University, 7171 E. Sonoran Arroyo Mall, Peralta 335U, Mesa, AZ 85212. Phone 1‐480‐727‐1488, Fax 1‐480‐323‐2294, E‐mail Allender: Morrison School of Agribusiness and Resource Management, Arizona State University, 7171 E. Sonoran Arroyo Mall, Peralta 335D, Mesa, AZ 85212. Phone 1‐480‐727‐1488, Fax 1‐480‐323‐2294, E‐mail Fang: Morrison School of Agribusiness and Resource Management, Arizona State University, 7171 E. Sonoran Arroyo Mall, Peralta 335E, Mesa, AZ 85212. Phone 1‐480‐727‐1488, Fax 1‐480‐323‐2294, E‐mail su: California Referendum Mass media industry advertising Animal welfare laws Willingness to pay sug: subj: Referendum California Mass media industry advertising Animal welfare laws Willingness to pay ab: Spending on political advertising increases with every election cycle, not only for congressional or presidential candidates, but also for state-level ballot initiatives. There is little research in marketing, however, on the effectiveness of political advertising at this level. In this study, we conduct an experimental analysis of advertisements used during the 2008 campaign to mandate new animal welfare standards in California (Proposition 2). Using subjects' willingness-to-pay for cage-free eggs as a proxy for their likely voting behavior, we investigate whether advertising provides real information to likely voters, and thus sharpens their existing attitudes toward the issue, or whether advertising can indeed change preferences. We find that advertising in support of Proposition 2 was more effective in raising subjects' willingness-to-pay for cage-free eggs than ads in opposition were in reducing it, but we also find that ads in support of the measure reduce the dispersion of preferences and thus polarize attitudes toward the initiative. More generally, political ads are found to contain considerably more 'hype' than 'real information' in the sense of Johnson and Myatt [Johnson, J. P., and D. P. Myatt. 'On the Simple Economics of Advertising, Marketing and Product Design.' American Economic Review, 96, 2006, 756-84]. ( JEL D12, D72, K32, L66, M37) pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: N holdings: @attributes: islocal: N |
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