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Heuristic-Systematic processing and politics: Investigating the effects of verbal vs. visual characteristics in gubernatorial debates

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Abstract:

This study investigated the effects of the verbal and visual characteristics of gubernatorial on attitudes and voting intentions. Guided by the Heuristic-Systematic Model, the hypotheses predicted effects of participants’ involvement with the topics discussed, the attractiveness of the speaker (visual) and their speaking abilities (verbal) with their attitudes (positive or negative) toward the candidates, as well as their intentions to vote for them. A 2 (Topic Involvement: Low/High) x 2 (Visual; Low/High) x 2 (Verbal: Low/High) x 4 (repetition) experimental design was used. Findings indicated that both low and high involvement with the topic resulted in participants stating they would vote for low verbal (poor speaking) high visual (physically attractive) candidates. However, participants with low topic involvement noted more positive attitudes toward high verbal/low visual candidates while participants with high topic involvement noted more positive attitudes toward low visual/low verbal candidates. This may suggest that overall attitudes may not influence voting behaviors. In addition, it suggests that when it comes to voting intentions participants relied heavily upon heuristic cues.

Most Common Document Word Stems:

candid (112), polit (103), debat (103), process (84), involv (73), televis (65), systemat (65), heurist (64), vote (57), visual (57), topic (55), particip (52), attitud (50), verbal (48), heuristic-systemat (48), research (45), studi (43), low (42), communic (42), messag (41), high (39),
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Association:
Name: Association for Education in Journalism and Mass Communication
URL:
http://www.aejmc.org


Citation:
URL: http://citation.allacademic.com/meta/p743315_index.html
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MLA Citation:

Racadag, Nicole. and Moore, Jensen. "Heuristic-Systematic processing and politics: Investigating the effects of verbal vs. visual characteristics in gubernatorial debates" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Le Centre Sheraton, Montreal, Canada, Aug 06, 2014 <Not Available>. 2014-12-19 <http://citation.allacademic.com/meta/p743315_index.html>

APA Citation:

Racadag, N. and Moore, J. , 2014-08-06 "Heuristic-Systematic processing and politics: Investigating the effects of verbal vs. visual characteristics in gubernatorial debates" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Le Centre Sheraton, Montreal, Canada Online <PDF>. 2014-12-19 from http://citation.allacademic.com/meta/p743315_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: This study investigated the effects of the verbal and visual characteristics of gubernatorial on attitudes and voting intentions. Guided by the Heuristic-Systematic Model, the hypotheses predicted effects of participants’ involvement with the topics discussed, the attractiveness of the speaker (visual) and their speaking abilities (verbal) with their attitudes (positive or negative) toward the candidates, as well as their intentions to vote for them. A 2 (Topic Involvement: Low/High) x 2 (Visual; Low/High) x 2 (Verbal: Low/High) x 4 (repetition) experimental design was used. Findings indicated that both low and high involvement with the topic resulted in participants stating they would vote for low verbal (poor speaking) high visual (physically attractive) candidates. However, participants with low topic involvement noted more positive attitudes toward high verbal/low visual candidates while participants with high topic involvement noted more positive attitudes toward low visual/low verbal candidates. This may suggest that overall attitudes may not influence voting behaviors. In addition, it suggests that when it comes to voting intentions participants relied heavily upon heuristic cues.


Similar Titles:
Processing Political Messages From Favored Candidates: The Effect of Candidate Favorability on Attitudes Toward Issues

Heuristic and Systematic Biased Processing of Political Messages: Effects of Candidate Preference and the Level of Interest in Politics on Attitudes toward Issues

Measuring Participation as Communicative Action: A Case Study of Citizens’ Involvement in and Assessment of a City’s Smoking Cessation Policy-Making Process


 
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