It's Time to Vote: The Effect of Matching Message Orientation and Temporal Frame on Political Persuasion
AbstractWhat political candidates say during their campaign and when they say it are critical to their success. In three experiments, we show that abstract, "why"-laden appeals are more persuasive than concrete, "how"-laden appeals when voters' decision is temporally distant; the reverse is true when the decision is imminent, and these results are strongest among those who are politically uninformed. These effects seem to be driven by a match between temporal distance and the abstractness of the message that leads to perceptions of fluency, and the ensuing "feels right" experience yields enhanced evaluations of the focal stimulus. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
Bibliographic InfoArticle provided by University of Chicago Press in its journal Journal of Consumer Research.
Volume (Year): 35 (2009)
Issue (Month): 6 (04)
Contact details of provider:
Web page: http://www.journals.uchicago.edu/JCR/
You can help add them by filling out this form.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Journals Division).
If references are entirely missing, you can add them using this form.