Category: Research

Professors research whether negative political advertising works

Mike Lewis and David Schweidel of Emory University and Yanwen Wang of the University of British Columbia in Vancouver co-authored a study that found negative political adverting is more effective than positive political advertising in senatorial campaigns.

Coffee with…Michael Lewis and Michelle Andrews

For analytical sleuths like Michael Lewis, associate professor of marketing, and Michelle Andrews, assistant professor of marketing, the impact of branding is everywhere, from major league teams to politics.