The Tri-Mediation Model of persuasion: a case for negative political advertising?

Keith Coulter

In this paper, the effects of positive versus negative (political) advertising are modelled. The findings show that positive as well as two different types of negative advertising will lead viewers to formulate specific attitudes towards the brand (sponsor).

The Tri-Mediation Model of persuasion: a case for negative political advertising?

Keith S. CoulterClark University

INTRODUCTION

One of the most discussed aspects of the recent (i.e. November 2006) United States Congressional election campaigns was the widespread use of negative advertising. As an example, in the State of Connecticut where the media budgets of incumbent Senator Joe Lieberman and Democratic challenger Ned Lamont reached into the tens of millions of dollars, the proportion spent on negative advertising was estimated at well over 80% (Lender 2006). A content analysis of the political advertising used in three US national elections demonstrated that...

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