Ethical Judgments of Political Television Commercials as Predictors of Attitude toward the Ad

Spencer F. Tinkham · Ruth Ann Weaver‐Lariscy

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Ethics in Business and Education Electoral Systems and Political Participation Media Influence and Politics

Abstract

This study examines the impact of ethical judgments about televised political commercials on global attitude toward the ad. Findings from the quasi-experiment indicate that the “ethical” attribute belongs to a set of salient, “utilitarian” cognitions that influence how political commercials are evaluated. These findings suggest that ethical perceptions really matter. However, certain emotional “hedonic” cognitive responses, which voters say are nonsalient in their overall evaluations of political ads, in fact may circumvent the powerful impact of ethical—and other salient—cognitive elements. Implications for political advertising strategy and public policy are discussed.

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2025Advances in Consumer Research 1957The Measurement of Meaning 1991Measuring the hedonic and utilitarian sources of consumer attitudes 1963An Investigation of the Relationships between Beliefs about an Object and the Attitude toward that Object 1981Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?1992Antecedents and Consequences of Attitude Toward the Ad: A Meta-Analysis 1978Current issues and research in advertising 1981Attitude toward the AD as a Mediator of Consumer Brand Choice

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