Beliefs of and attitudes toward political advertising: An exploratory investigation

Hyun Seung Jin, Soontae An, Todd Simon

Research output: Contribution to journalArticlepeer-review

12 Scopus citations


The major goals of this study were to identify voters' belief structures about political advertising, develop a scale to measure beliefs, and examine how the identified beliefs are related to overall attitudes toward political advertising. The reliabilities, factor structure, and validity tests indicate that five belief dimensions-information, veracity, cynicism, money politics, and entertainment-have sound and stable properties. The scale demonstrates that voters assess political advertising at the instrumental level (e.g., information, veracity, and entertainment) as well as the institutional level (e.g., cynicism and money politics). The results showed that not all beliefs predicted overall attitudes. Furthermore, the results indicated that political involvement was a significant factor in influencing both beliefs and attitudes.

Original languageEnglish
Pages (from-to)551-568
Number of pages18
JournalPsychology and Marketing
Issue number6
StatePublished - Jun 2009


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