ERIC Number: EJ508142
Record Type: CIJE
Publication Date: 1995
Reference Count: 0
Effects of Gender Schematic Processing on the Reception of Political Commercials for Men and Women Candidates.
Hitchon, Jacqueline C.; Chang, Chingching
Communication Research, v22 n4 p430-58 Aug 1995
Finds enhanced recall of political television commercials from content domains of family and appearance in the case of women as opposed to men candidates, and enhanced recall from the domain of campaign activities in the case of men as opposed to women candidates. Finds that men's attack ads on women elicited greater emotional reaction than women's attacks on men. (SR)
Publication Type: Reports - Research; Journal Articles
Education Level: N/A
Authoring Institution: N/A
Note: Special issue: "Communication and Social Influence."