The extent that political advertising in elections is believed by voters' is an important issue for public policy, political marketing, and marketing in general. Much effort and funding is devoted to communicating with voters' during elections via advertising. This study examined political advertising believability and three potential antecedents of believability during an election. The data were gathered via a random sample of voters immediately following an election and the results indicate that believability is influenced by a voters' involvement, perceived control and satisfaction and that party preference plays a key role in believability of competing campaigns.
Bibliographical noteCo-published simultaneously in: Journal of Nonprofit and Public Sector Marketing 14(1-2), 2005 pp. 205-221; and Current Issues in Political Marketing, edited by Walter W. Wymer, Jr. and Jennifer Lees-Marshment (2005). New York: Best Business Books, pp. 205-221.
- voter behaviour
- political marketing
- election campaigns