The authors would like to thank Nyla Branscombe and anonymous reviewer for their insight ful comments on an earlier version of this manuscript.
The Black-Sheep Effect: How Positive and Negative Advertisements Affect Voters' Perceptions of the Sponsor of the Advertisement1
Article first published online: 31 JUL 2006
Journal of Applied Social Psychology
Volume 28, Issue 20, pages 1903–1915, October 1998
How to Cite
Matthews, D. and Dietz-Uhler, B. (1998), The Black-Sheep Effect: How Positive and Negative Advertisements Affect Voters' Perceptions of the Sponsor of the Advertisement. Journal of Applied Social Psychology, 28: 1903–1915. doi: 10.1111/j.1559-1816.1998.tb01352.x
- Issue published online: 31 JUL 2006
- Article first published online: 31 JUL 2006
Participants read a positive or negative (mock) political advertisement that was sponsored by either an in-group (subject and sponsor were members of the same political party) or an out-group (subject and sponsor were members of different political parties) member. The results found support for a black-sheep effect. An in-group sponsor of a positive advertisement was evaluated more positively than any out-group member, regardless of advertisement type, or an in-group member who sponsored a negative advertisement. However, an in-group sponsor of a negative advertisement was evaluated more negatively than either an in-group sponsor of a positive advertisement. or an out-group sponsor. regardless of advertisement type. The results are discussed in terms of social identity theory.