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A Computational Model of Political Cognition: The Dynamics of Candidate Evaluation
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When the initial belief was moderate, the order effect also worked in the same way. As
one can see in the Figure
8
, attitudes toward both James and Edward increased. However,
this time, the order effect led to changes in the preference for the candidates. In thedefault experiment, John Q. Public preferred James over Edward. After the order ofpresentation information was changed, the preference was reversed. This illustrates that,given initially moderate beliefs, the preferences over the candidates developed throughprocessing campaign information were relatively weak in strength thus more responsive tosmall changes.
The Figure
9
shows a simple wording effect in the case of initially moderate beliefs. The
results with different initial beliefs were similar thus not reviewed here. In this simulation,the wording of the information ”Edward is intelligent” was changed to ”Edward is smart”with ’smart’ being more positively charged than ’intelligent’ in the initial set up of beliefs.As one can see in the figure, the attitude toward Edward increased, resulting in, again, thereversal of preference over the candidates. Why? It is because 1) the information ”Edwardis smart” is more positive than ”Edward is intelligent” and, 2) at the time of answering thesurvey question, the activation level of the information ’smart’ is higher than ’intelligent’because it is more affectively charged (recall that the stronger the affective charge linkedto a concept the slower the rate of decay). The attitude toward James decreased slightlyunder different wordings because the activation level of the positive concept ’intelligent’is lower at the time of processing thus exercised less influence (it is used only once withchanged wording, while used twice in the original wording.)
0.10
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Changes of Attitudes in Survey Response with different Wording (Moderate Initial Belief)
Survey Response (Attitudes)
James
Edward
James
Edward
0.18138403
0.17810145
0.18136156
0.19931836
Figure 9: Changes of Attitudes in Survey Response (Wording Effect) - With ModerateInitial Belief
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| | Authors: Kim, Sung-youn., Lodge, Milton. and Taber, Charles. |
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When the initial belief was moderate, the order effect also worked in the same way. As
one can see in the Figure
, attitudes toward both James and Edward increased. However,
this time, the order effect led to changes in the preference for the candidates. In the
default experiment, John Q. Public preferred James over Edward. After the order of
presentation information was changed, the preference was reversed. This illustrates that,
given initially moderate beliefs, the preferences over the candidates developed through
processing campaign information were relatively weak in strength thus more responsive to
small changes.
The Figure
shows a simple wording effect in the case of initially moderate beliefs. The
results with different initial beliefs were similar thus not reviewed here. In this simulation,
the wording of the information ”Edward is intelligent” was changed to ”Edward is smart”
with ’smart’ being more positively charged than ’intelligent’ in the initial set up of beliefs.
As one can see in the figure, the attitude toward Edward increased, resulting in, again, the
reversal of preference over the candidates. Why? It is because 1) the information ”Edward
is smart” is more positive than ”Edward is intelligent” and, 2) at the time of answering the
survey question, the activation level of the information ’smart’ is higher than ’intelligent’
because it is more affectively charged (recall that the stronger the affective charge linked
to a concept the slower the rate of decay). The attitude toward James decreased slightly
under different wordings because the activation level of the positive concept ’intelligent’
is lower at the time of processing thus exercised less influence (it is used only once with
changed wording, while used twice in the original wording.)
0.10
0.12
0.14
0.16
0.18
0.20
0.22
Changes of Attitudes in Survey Response with different Wording (Moderate Initial Belief)
Survey Response (Attitudes)
James
Edward
James
Edward
0.18138403
0.17810145
0.18136156
0.19931836
Figure 9: Changes of Attitudes in Survey Response (Wording Effect) - With Moderate
Initial Belief
19
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