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Headlines win elections: Mere exposure to fictitious news media alters voting behavior

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  • Roland Pfister
  • Katharina A Schwarz
  • Patricia Holzmann
  • Moritz Reis
  • Kumar Yogeeswaran
  • Wilfried Kunde

Abstract

Repeatedly encountering a stimulus biases the observer’s affective response and evaluation of the stimuli. Here we provide evidence for a causal link between mere exposure to fictitious news reports and subsequent voting behavior. In four pre-registered online experiments, participants browsed through newspaper webpages and were tacitly exposed to names of fictitious politicians. Exposure predicted voting behavior in a subsequent mock election, with a consistent preference for frequent over infrequent names, except when news items were decidedly negative. Follow-up analyses indicated that mere media presence fuels implicit personality theories regarding a candidate’s vigor in political contexts. News outlets should therefore be mindful to cover political candidates as evenly as possible.

Suggested Citation

  • Roland Pfister & Katharina A Schwarz & Patricia Holzmann & Moritz Reis & Kumar Yogeeswaran & Wilfried Kunde, 2023. "Headlines win elections: Mere exposure to fictitious news media alters voting behavior," PLOS ONE, Public Library of Science, vol. 18(8), pages 1-14, August.
    • Handle: RePEc:plo:pone00:0289341
    DOI: 10.1371/journal.pone.0289341
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    References listed on IDEAS

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    3. Gaissmaier, Wolfgang & Marewski, Julian N., 2011. "Forecasting elections with mere recognition from small, lousy samples: A comparison of collective recognition, wisdom of crowds, and representative polls," Judgment and Decision Making, Cambridge University Press, vol. 6(1), pages 73-88, February.
    4. Cindy D. Kam & Elizabeth J. Zechmeister, 2013. "Name Recognition and Candidate Support," American Journal of Political Science, John Wiley & Sons, vol. 57(4), pages 971-986, October.
    5. Jennifer Jerit & Jason Barabas & Toby Bolsen, 2006. "Citizens, Knowledge, and the Information Environment," American Journal of Political Science, John Wiley & Sons, vol. 50(2), pages 266-282, April.
    6. repec:cup:judgdm:v:6:y:2011:i:1:p:73-88 is not listed on IDEAS
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