THE BLACK-SHEEP EFFECT - HOW POSITIVE AND NEGATIVE ADVERTISEMENTS AFFECT VOTERS PERCEPTIONS OF THE SPONSOR OF THE ADVERTISEMENT

Participants read a positive or negative (mock) political advertisemen t that was sponsored by either an in-group (subject and sponsor were m embers of the same political party) or an out-group (subject and spons or were members of different political parties) member. The results fo und support for a black-sheep effect. An in-group sponsor of a positiv e advertisement was evaluated more positively than any out-group membe r, regardless of advertisement type, or an in-group member who sponsor ed a negative advertisement. However, an in-group sponsor of a negativ e advertisement was evaluated more negatively than either an in-group sponsor of a positive advertisement, or an out-group sponsor, regardle ss of advertisement type. The results are discussed in terms of social identity theory.