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{
    "pk": 46948,
    "title": "Ads and Editorials: How Pretreatment Reduces the Persuasiveness of Interest Group Advertisements",
    "subtitle": null,
    "abstract": "Advertising studies commonly examine the effects of one-sided treatments. However, political communication campaigns are competitive environments where voters are likely to hear more than one perspective. Because of this dynamic, the persuasive effects of single-sided ads may be less likely to hold in a competitive environment. When respondents are exposed to arguments from both sides of a ballot proposition issue, can the disclosure of a credible group help an advertisement overcome prior opinions? I address this question using a randomized experiment that includes ballot proposition campaign ads. In the experiments, I manipulate the pretreatment environment by exposing some respondents to a newspaper editorial in order to provide them with prior opinions that might cause them to resist subsequent advertisements. I also vary the presence or absence of campaign finance disclosure within the advertisements. In all cases, the presence of a credible editorial is associated with a change in support for the initiative. However, the use of a credible campaign finance disclosure has a far less consistent effect. While campaign finance disclosures from credible groups can help counteract prior beliefs that citizens may hold, I find that the magnitude of these changes is somewhat small.",
    "language": "en",
    "license": null,
    "keywords": [
        {
            "word": "political advertising"
        },
        {
            "word": "campaign effects"
        },
        {
            "word": "ballot initiatives"
        }
    ],
    "section": "Articles",
    "is_remote": true,
    "remote_url": "https://escholarship.org/uc/item/3xm556c3",
    "frozenauthors": [
        {
            "first_name": "Matthew",
            "middle_name": "",
            "last_name": "Lesenyie",
            "name_suffix": "",
            "institution": "",
            "department": "None"
        }
    ],
    "date_submitted": "2024-01-22T13:31:23-05:00",
    "date_accepted": "2024-01-22T13:31:23-05:00",
    "date_published": "2023-12-31T19:00:00-05:00",
    "render_galley": null,
    "galleys": [
        {
            "label": "",
            "type": "pdf",
            "path": "https://journalpub.escholarship.org/cjpp/article/46948/galley/35490/download/"
        }
    ]
}