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From Meddle to Muzzle: Emerging Tren...

Hussein, Mohamed Ayman Hassan,

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From Meddle to Muzzle: Emerging Trends Around Meddling, Receptiveness, and Censorship in a Politically Polarized World /

Record Type:	Electronic resources : Monograph/item
Title/Author:	From Meddle to Muzzle: Emerging Trends Around Meddling, Receptiveness, and Censorship in a Politically Polarized World // Mohamed Ayman Hassan Hussein.
Author:	Hussein, Mohamed Ayman Hassan,
Description:	1 electronic resource (263 pages)
Notes:	Source: Dissertations Abstracts International, Volume: 86-04, Section: B.
Contained By:	Dissertations Abstracts International86-04B.
Subject:	Primaries & caucuses. -
Online resource:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=31591778
ISBN:	9798342136426

From Meddle to Muzzle: Emerging Trends Around Meddling, Receptiveness, and Censorship in a Politically Polarized World /
Hussein, Mohamed Ayman Hassan,

From Meddle to Muzzle: Emerging Trends Around Meddling, Receptiveness, and Censorship in a Politically Polarized World /Mohamed Ayman Hassan Hussein. - 1 electronic resource (263 pages)

Source: Dissertations Abstracts International, Volume: 86-04, Section: B.

Political polarization has reached unprecedented levels. In the United States, the ideological chasm between Democrats and Republicans has widened significantly over the past thirty years (Finkel et al., 2020). Moreover, Democrats and Republicans increasingly dislike and distrust one another (Pew Research Center, 2022). From 1994 to 2022, the percent of Republicans holding very unfavorable views of Democrats nearly tripled, rising from 21% to 62%. During the same period, the share of Democrats with very unfavorable views of Republicans surged from 17% to 54%. In this dissertation, I set out to explore how consumer behavior is impacted by rising levels of polarization. Specifically, I examined how political polarization interacts with emerging societal trends-such as the use of new types of political ads, the visibility of others' information consumption habits on social media, and the growing opportunities to censor online content-to shape consumer behavior.In Chapter 1 of this dissertation, I examine how consumers react to a novel and increasingly prominent form of political advertising, which I term "meddle ads." The ideological extremity of candidates running for office has sharply increased over the past decades (Handan-Nader et al., 2022). This increase in supply of extreme candidates has presents a new opportunity: candidates can now interfere in the opposing party's primary elections and run ads that help an ideologically extreme candidate from the opposing party. By helping an extreme candidate win, the logic goes, candidates can increase their own chance of winning in the general elections. This is because moderate candidates tend to perform better than extreme candidates in the general elections (Hall, 2015). Indeed, in 2022, Democrats spent $53 million on ads intended to bolster far-right Republican candidates during Republican primaries.How do consumers react to the use of meddle ads by candidates from their own party? On the one hand, because of rising levels of polarization, consumers might be accepting, or even supportive, of meddle ads. On the other hand, because meddle ads might come across as unethical and risky, consumers might be averse to their use. Across seven main studies and ten supplemental studies (N= 7,740) using multiple empirical approaches-including conjoint analysis, vignette studies, incentive-compatible donation studies, and analysis of online comments using human coders and NLP tools-I find that consumers are averse to the use of meddle ads. This aversion is driven by three factors: concerns about the character of the candidate, outcome-related risk (losing elections), and system-related risk (losing trust in democracy). My findings contribute to research on political marketing, provide practical guidance for marketers around meddle ads, and identify a novel type of risk perceptions with significant implications for consumer behavior research.In Chapter 2, I shift my focus from new advertising strategies employed by political candidates to how everyday consumers interact with one another around politics. One significant societal change has been the ability to observe the information consumption habits of others. For decades, people consumed information in the privacy of their homes. Whether watching the news on TV or reading the newspaper, it was difficult for others to know what types of information they engaged with.

English

ISBN: 9798342136426Subjects--Topical Terms:

3562102
Primaries & caucuses.

From Meddle to Muzzle: Emerging Trends Around Meddling, Receptiveness, and Censorship in a Politically Polarized World /
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520 $a Political polarization has reached unprecedented levels. In the United States, the ideological chasm between Democrats and Republicans has widened significantly over the past thirty years (Finkel et al., 2020). Moreover, Democrats and Republicans increasingly dislike and distrust one another (Pew Research Center, 2022). From 1994 to 2022, the percent of Republicans holding very unfavorable views of Democrats nearly tripled, rising from 21% to 62%. During the same period, the share of Democrats with very unfavorable views of Republicans surged from 17% to 54%. In this dissertation, I set out to explore how consumer behavior is impacted by rising levels of polarization. Specifically, I examined how political polarization interacts with emerging societal trends-such as the use of new types of political ads, the visibility of others' information consumption habits on social media, and the growing opportunities to censor online content-to shape consumer behavior.In Chapter 1 of this dissertation, I examine how consumers react to a novel and increasingly prominent form of political advertising, which I term "meddle ads." The ideological extremity of candidates running for office has sharply increased over the past decades (Handan-Nader et al., 2022). This increase in supply of extreme candidates has presents a new opportunity: candidates can now interfere in the opposing party's primary elections and run ads that help an ideologically extreme candidate from the opposing party. By helping an extreme candidate win, the logic goes, candidates can increase their own chance of winning in the general elections. This is because moderate candidates tend to perform better than extreme candidates in the general elections (Hall, 2015). Indeed, in 2022, Democrats spent $53 million on ads intended to bolster far-right Republican candidates during Republican primaries.How do consumers react to the use of meddle ads by candidates from their own party? On the one hand, because of rising levels of polarization, consumers might be accepting, or even supportive, of meddle ads. On the other hand, because meddle ads might come across as unethical and risky, consumers might be averse to their use. Across seven main studies and ten supplemental studies (N= 7,740) using multiple empirical approaches-including conjoint analysis, vignette studies, incentive-compatible donation studies, and analysis of online comments using human coders and NLP tools-I find that consumers are averse to the use of meddle ads. This aversion is driven by three factors: concerns about the character of the candidate, outcome-related risk (losing elections), and system-related risk (losing trust in democracy). My findings contribute to research on political marketing, provide practical guidance for marketers around meddle ads, and identify a novel type of risk perceptions with significant implications for consumer behavior research.In Chapter 2, I shift my focus from new advertising strategies employed by political candidates to how everyday consumers interact with one another around politics. One significant societal change has been the ability to observe the information consumption habits of others. For decades, people consumed information in the privacy of their homes. Whether watching the news on TV or reading the newspaper, it was difficult for others to know what types of information they engaged with.
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650 4 $a Nominations. $3 3564149
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650 4 $a Censorship. $3 572838
650 4 $a Political parties. $3 516328
650 4 $a Behavioral psychology. $3 2122788
650 4 $a Home economics. $3 551902
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773 0 $t Dissertations Abstracts International $g 86-04B.
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