Negative Campaigning


Research Workshop, Queen Mary University of London, 24 Apr 2017

Colleagues may find the free symposium outlined below of interest.

24th April 2017 – Research Workshop

Making people feel bad: What is the role of negative appeals in marketing?

From political messaging aimed at stoking fears and anxiety, to commercials and social marketing initiatives targeted to specific consumer groups, negative campaigning is extremely common in marketing and advertising. Yet, these types of messages remain controversial. Scholars and practitioners disagree on their effectiveness. Some, even though they accept that negative campaigns can, under certain circumstances, lead to behavioural change, criticize these campaigns on moral grounds.

The Marketing and Retail Special Interest Group of the British Academy of Management and the Marketing and Communications Group (MARCOMMS) of the School of Business and Management at Queen Mary University of London, are organising a one-day research workshop dedicated to the role of negative appeals and negative campaigning in marketing. The objective of the event is to present new research findings on this topic and discuss what roles these campaigns could have in marketing.

Registration to this event is free (but delegates will need to cover their own travel and accommodation) and includes lunch, and wine and nibbles post event for registered attendees. Please refer to the programme below.

Location: Queen Mary University of London, Charterhouse Square Campus, Charterhouse Square, London, United Kingdom EC1M 6BQ, Rotblat Building, Room G05.

See contact information here:

For queries please contact Paolo Antonetti ( or Alicia George (


09:30 – 09:50 Arrival, registration and coffee

09:50 – 10.00 Welcome note by the workshop organisers

10:00 – 11.00 The guilt appeal: Longitudinal effects through transportation, Dr. Paolo Antonetti (Queen Mary University of London, UK).

‘We Make It For You, With Love’: Examining white guilt, racial inequality and the crafting of social identity through chocolate marketing, Dr. Amanda Berlan (De Montfort University, UK) & Dr. Carla Martin (Harvard University, USA).

Session chair: Dr. Paolo Antonetti

11.00-11.20 Coffee Break

11.20 – 12.20 Audience interpretations of fund-raising charity advertising: An interpretive phenomenological study, Dr Nasreen Suraiya Khonder (Sheffield Hallam University, UK).

Sharing extreme opinions about controversial topics: The moderating role of online communication channel, Dr Vito Tassiello (Liverpool Hope University, UK).

Beyond feeling bad: When consumers complain about offensive advertising, Kristina Auxtova & Dr Mary Brennan (University of Edinburgh, UK).

Session chair: Dr. Paolo Antonetti

12.50 – 14.00 Lunch break

14.00 – 15.00 The use of negative appeals on Twitter during the 2015 UK General Election campaign, Lorna Walker (Regent’s University London).

Negative emotions in visual and/or textual information contents: A food neuromarketing study, Dr Maria Irene Prete (University of Salento, Italy).

Session chair: Dr. Danae Manika, Queen Mary University of London

15.00 – 15.20 Coffee Break

15.20 – 16.20 Anti-smoking threat appeals among adolescents, Dr Riadh Salhi (National Health Service), Dr Dan Petrovici, & Professor Roger Giner-Sorolla (University of Kent, UK).

Fear appeals in Filipino Human Papillomavirus (HPV) health advertising messages, Judith Fletcher-Brown & Dr. Sarah Turnbull (University of Portsmouth, UK).

Session chair: Dr. Danae Manika

16.20 – 18.00 Networking over drinks.