Attractiveness, expertise, and trustworthiness were equally important to purchase intentions. All three dimensions affected involvement with the ad message. Only trustworthiness had a significant impact on attitude toward the brand and brand beliefs. This study also examines the role of ad attitude. Integrating all the findings, this study proposes a model that will help understand the process of how positive and negative political advertising may influence candidate evaluation.
Emotion theory is applied to explain the process.
Q-methodology was used to isolate the perceptions of advertising professionals in Japan. The Emigrant Type believes that cultural factors preclude major change in Japan's advertising climate. The Change Agent Type foresees dramatic change in adverting in Japan, precipitated by difficult economic times and fierce competition. Conclusions and implications of these findings are discussed. However, the presence of a URL in a traditional print advertisement may add value.