Mobilization and Backlash: Asymmetric Updating in Response to Campaign Ads
研究发现电视竞选广告会同时巩固和动员赞助方与对手方的支持者，导致双方支持率非对称变化，对理解广告效果和选民行为有参考价值。
Abstract Applying a media market boundary approach to individual survey data, I show that political advertising on television increases the probability that viewers who identify with a party will espouse its positions, prefer its candidates, and turn out to vote. This is true no matter which party sponsored the ad, suggesting that an ad consolidates and motivates the sponsor's partisans while simultaneously engendering a countervailing consolidation and mobilization among supporters of the other party. My results are consistent with agents who judge a source's quality by their priors and highlight the importance of targeting supporters.