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Journal of Business Communication, Vol. 10, No. 3, 29-40 (1973)
DOI: 10.1177/002194367301000305
© 1973 Association for Business Communication

Perceptions and Misperceptions of Political Advertising

Timothy P. Meyer

Thomas R. Donohue

This study documents the tendency of hearers to misperceive the contents of paid political radio advertising, particularly for high-credibility candidates: they read in even more positive information than is in the actual ad.


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