Date of Graduation
Master of Global Studies
emotions, affective intelligence, cognitive appraisal, political advertising, social media
International and Area Studies
Online social media advertising has become an important part of political campaigns in the last several election cycles. The use of negative emotions in advertising has also increased, and debate continues on the effects of this trend. I deploy a field experiment to test the role of negative emotional messages delivered via social media on attention and participation. The results of my research demonstrate a need for greater attention to the nuances of campaign media and emotional appeals.
© Aaron Michael Kruse
Kruse, Aaron Michael, "Made in America: the Effects of Political Advertising in Social Media on Attention and Participation" (2014). MSU Graduate Theses. 2649.