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The Black‐Sheep Effect: How Positive and Negative Advertisements Affect Voters' Perceptions of the Sponsor of the Advertisement 1
Author(s) -
Matthews Douglas,
DietzUhler Beth
Publication year - 1998
Publication title -
journal of applied social psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.822
H-Index - 111
eISSN - 1559-1816
pISSN - 0021-9029
DOI - 10.1111/j.1559-1816.1998.tb01352.x
Subject(s) - advertising , perception , affect (linguistics) , social psychology , psychology , politics , identity (music) , social identity theory , subject (documents) , political science , social group , business , law , communication , neuroscience , physics , library science , acoustics , computer science
Participants read a positive or negative (mock) political advertisement that was sponsored by either an in‐group (subject and sponsor were members of the same political party) or an out‐group (subject and sponsor were members of different political parties) member. The results found support for a black‐sheep effect. An in‐group sponsor of a positive advertisement was evaluated more positively than any out‐group member, regardless of advertisement type, or an in‐group member who sponsored a negative advertisement. However, an in‐group sponsor of a negative advertisement was evaluated more negatively than either an in‐group sponsor of a positive advertisement. or an out‐group sponsor. regardless of advertisement type. The results are discussed in terms of social identity theory.