ERIC Number: ED235519
Record Type: RIE
Publication Date: 1983-Apr
Reference Count: 0
Emotion Eliciting Qualities of Television Campaign Advertising as a Predictor of Voting Behavior.
Masterson, John T.; Biggers, J. Thompson
Defining emotional responses as the interaction of three primary emotions occurring along pleasure-displeasure, arousal-nonarousal, and dominance-submissiveness continua, a study hypothesized that (1) a systematic relationship exists between the emotions elicited by the candidate and voting behavior, and that (2) the emotions elicited by television commercials should alter the viewers' feelings about candidates on election day. Students in a political communication class contacted a sample of voters (nonuniversity personnel) and asked them to describe their emotions when thinking about one of the candidates. In addition, six samples of university students each viewed three commercials used by one of the candidates and then filled out an emotional response scale. Finally, at the polling place, 39 voters also filled out this scale for one of the candidates. Results, while inconclusive, indicated that the pattern of emotions elicited by the candidate are fairly stable and it is only their intensity that varies. Furthermore, it seems that the emotions elicited by television commercials did not significantly influence the overall feeling toward the candidate or change voting behavior.
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Political Campaigns; Political Candidates
Note: Paper presented at the Annual Meetings of the Central States Speech Association (Lincoln, NE, April 7-9, 1983), and the International Communication Association (Dallas, TX, May 26-30, 1983).