How Encouraging Niceness Can Incentivize Nastiness: An Unintended Consequence of Advertising Reform. (February 2018)

• Record Type: Journal Article
• Authors: Jung, Minah H.; Critcher, Clayton R.
• Is Part Of: JMR, Journal of marketing research. Volume 55:Number 1(2018)
• Page Start: 147
• Page End: 161
• Publication Date: 2018-02
• Subjects: Stand by Your Ad -- advertising regulation -- negative advertising -- political advertising -- persuasion; Marketing research -- Periodicals; 658.8305
• DOI: 10.1509/jmr.14.0654
• Languages: English
• ISSNs: 0022-2437

Abstract

Enacted in an effort to discourage negative political advertising, American regulations mandate that candidates endorse their ads ("My name is ___, and I approve this message."). Four studies suggest that mandatory endorsements enhance the perceived credibility of some ads these regulations were designed to discourage. This research tests for what types of messages mandatory endorsements have this effect, and why. Mandatory endorsements boosted evaluations of policy-focused attack ads—those typically plagued by overcomeable skepticism—but had no consistent effect on positive or character-focused ads. Mandatory endorsements boost ad believability—largely outside of participants' awareness—for two reasons: (1) the tagline offers a legitimizing association with regulation and (2) the candidates' own personally delivered endorsement language offers an implicit promise of the ads' truth value. The authors discuss how these findings bring order to and extend previous work on mandatory endorsements and ironic effects of communications requirements. Finally, they consider how regulations could be reformed to promote the public good by informing (without misleading) the electorate.