Mohamed A Hussein, Courtney Lee, S Christian Wheeler
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How Do Consumers React to Ads That Meddle in Out-Party Primaries?
In 2022, Democrats spent $53 million on ads helping far-right candidates win Republican primaries. Paying for ads that support far-right candidates, the reasoning went, could help Democrats win in the general elections because it is easier to beat extreme than moderate candidates. In the current research, we ask: how do consumers react to the use of “meddle ads”? On the one hand, because of rising levels of polarization, consumers might be accepting, or even supportive, of meddle ads. On the other hand, because meddle ads might come across as unethical and risky, consumers might be averse to their use. Across seven main studies and ten supplemental studies (N = 7,740) using multiple empirical approaches—including conjoint analysis, vignette studies, incentive-compatible donation studies, and analysis of online comments using human coders and NLP tools—we find that consumers are averse to the use of meddle ads. This aversion is driven by three factors: concerns about the character of the candidate, outcome-related risk (losing elections), and system-related risk (losing trust in democracy). These findings contribute to research on political marketing, provide practical guidance for marketers around meddle ads, and identify a novel type of risk perceptions with implications for consumer behavior research.
期刊介绍:
Journal of Consumer Research, established in 1974, is a reputable journal that publishes high-quality empirical, theoretical, and methodological papers on a wide range of consumer research topics. The primary objective of JCR is to contribute to the advancement of understanding consumer behavior and the practice of consumer research.
To be considered for publication in JCR, a paper must make a significant contribution to the existing body of knowledge in consumer research. It should aim to build upon, deepen, or challenge previous studies in the field of consumption, while providing both conceptual and empirical evidence to support its findings.
JCR prioritizes multidisciplinary perspectives, encouraging contributions from various disciplines, methodological approaches, theoretical frameworks, and substantive problem areas. The journal aims to cater to a diverse readership base by welcoming articles derived from different orientations and paradigms.
Overall, JCR is a valuable platform for scholars and researchers to share their work and contribute to the advancement of consumer research.