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(How) did attack advertisements increase affordable care act enrollments?
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Yaraghi, Niam, West, Darrell, Gopal, Ram D. and Ramesh, Ram (2020) (How) did attack advertisements increase affordable care act enrollments? PLoS One, 15 (2). e0228185. doi:10.1371/journal.pone.0228185 ISSN 1932-6203.
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Official URL: https://doi.org/10.1371/journal.pone.0228185
Abstract
We examine the effects of exposure to negative information in attack advertisements in the context of Affordable Care Act (ACA) and Common Core (CC) education standards and show that they lead to an increase in the ACA enrollments and support of the CC standards. To explain this effect, we rely on the knowledge-gap theory and show that individuals who were exposed to more attack advertisements were also more likely to independently seek information, become more knowledgeable, and consequently support these subjects. In addition to an observational study, to test our hypotheses on the link between exposure to negative information, curiosity, and shifts in knowledge and support levels, we design and conduct a randomized experiment using a sample of 300 unique individuals. Our multi-methods research contributes to marketing literature by documenting a rare occasion in which exposure to attack advertisements leads to increased demand and unveiling the mechanisms through which this effect takes place.
Item Type: | Journal Article | ||||||
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Subjects: | H Social Sciences > HF Commerce | ||||||
Divisions: | Faculty of Social Sciences > Warwick Business School | ||||||
Library of Congress Subject Headings (LCSH): | Advertising -- Psychological aspects, Consumer behavior -- Research, Advertising, Political, Information behavior | ||||||
Journal or Publication Title: | PLoS One | ||||||
Publisher: | Public Library of Science | ||||||
ISSN: | 1932-6203 | ||||||
Official Date: | 19 February 2020 | ||||||
Dates: |
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Volume: | 15 | ||||||
Number: | 2 | ||||||
Article Number: | e0228185 | ||||||
DOI: | 10.1371/journal.pone.0228185 | ||||||
Status: | Peer Reviewed | ||||||
Publication Status: | Published | ||||||
Access rights to Published version: | Open Access (Creative Commons) | ||||||
Date of first compliant deposit: | 16 January 2020 | ||||||
Date of first compliant Open Access: | 29 January 2020 | ||||||
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