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It's Time to Vote: The Effect of Matching Message Orientation and Temporal Frame on Political Persuasion

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  • Hakkyun Kim
  • Akshay R. Rao
  • Angela Y. Lee
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    Abstract

    What 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..

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    File URL: http://www.journals.uchicago.edu/doi/pdf/10.1086/593700
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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 35 (2009)
    Issue (Month): 6 (04)
    Pages: 877-889

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    Handle: RePEc:ucp:jconrs:v:35:y:2009:i:6:p:877-889

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    Web page: http://www.journals.uchicago.edu/JCR/

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    Cited by:
    1. Brett Gordon & Mitchell Lovett & Ron Shachar & Kevin Arceneaux & Sridhar Moorthy & Michael Peress & Akshay Rao & Subrata Sen & David Soberman & Oleg Urminsky, 2012. "Marketing and politics: Models, behavior, and policy implications," Marketing Letters, Springer, vol. 23(2), pages 391-403, June.
    2. Tim Benning & Els Breugelmans & Benedict Dellaert, 2012. "Consumers’ evaluation of allocation policies for scarce health care services: Vested interest activation trumps spatial and temporal distance," Marketing Letters, Springer, vol. 23(3), pages 531-543, September.
    3. Gergana Nenkov, 2012. "It’s all in the mindset: Effects of varying psychological distance in persuasive messages," Marketing Letters, Springer, vol. 23(3), pages 615-628, September.

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