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(How) did attack advertisements increase Affordable Care Act enrollments?
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 t...
Autores principales: | , , , |
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Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
Public Library of Science
2020
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Materias: | |
Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7029848/ https://www.ncbi.nlm.nih.gov/pubmed/32074106 http://dx.doi.org/10.1371/journal.pone.0228185 |
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author | Yaraghi, Niam West, Darrell M. Gopal, Ram D. Ramesh, Ram |
author_facet | Yaraghi, Niam West, Darrell M. Gopal, Ram D. Ramesh, Ram |
author_sort | Yaraghi, Niam |
collection | PubMed |
description | 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. |
format | Online Article Text |
id | pubmed-7029848 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2020 |
publisher | Public Library of Science |
record_format | MEDLINE/PubMed |
spelling | pubmed-70298482020-02-26 (How) did attack advertisements increase Affordable Care Act enrollments? Yaraghi, Niam West, Darrell M. Gopal, Ram D. Ramesh, Ram PLoS One Research Article 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. Public Library of Science 2020-02-19 /pmc/articles/PMC7029848/ /pubmed/32074106 http://dx.doi.org/10.1371/journal.pone.0228185 Text en © 2020 Yaraghi et al http://creativecommons.org/licenses/by/4.0/ This is an open access article distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/) , which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited. |
spellingShingle | Research Article Yaraghi, Niam West, Darrell M. Gopal, Ram D. Ramesh, Ram (How) did attack advertisements increase Affordable Care Act enrollments? |
title | (How) did attack advertisements increase Affordable Care Act enrollments? |
title_full | (How) did attack advertisements increase Affordable Care Act enrollments? |
title_fullStr | (How) did attack advertisements increase Affordable Care Act enrollments? |
title_full_unstemmed | (How) did attack advertisements increase Affordable Care Act enrollments? |
title_short | (How) did attack advertisements increase Affordable Care Act enrollments? |
title_sort | (how) did attack advertisements increase affordable care act enrollments? |
topic | Research Article |
url | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7029848/ https://www.ncbi.nlm.nih.gov/pubmed/32074106 http://dx.doi.org/10.1371/journal.pone.0228185 |
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