Interactive effects of advertising platform credibility and partisanship on advertising evaluation and recall

IF 0.6 Q3 POLITICAL SCIENCE

Asian Journal of Political Science Pub Date : 2019-02-04 DOI:10.1080/02185377.2019.1576055

C. S. Park

引用次数: 2

Abstract

ABSTRACT This research examined how partisan media as a campaign ad platform affect voters, focusing on partisanship, ad platforms, and ad platform credibility. In a 3 (conservative party supporters, liberal party supporters, nonpartisans) × 2 (conservative and liberal ad platforms) × 2 (a high level and a low level of ad platform credibility) factorial design, participants saw a campaign ad surrounded by either a conservative medium or a liberal medium. The results reveal that nonpartisans’ perception of platform credibility makes a significant difference in the recall of the ad, while partisans’ perception of platform credibility did not, which suggests that nonpartisans’ heuristic information processing can translate into systematic information processing in political advertising.

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广告平台可信度和党派性对广告评价和召回的互动效应

摘要本研究考察了党派媒体作为竞选广告平台如何影响选民，重点关注党派性、广告平台和广告平台可信度。在一个3（保守党支持者，自由党支持者，无党派人士） × 2（保守派和自由派广告平台） × 2（广告平台可信度的高水平和低水平）析因设计，参与者看到了一个被保守媒体或自由媒体包围的竞选广告。结果表明，无党派人士对平台可信度的感知对广告的召回有显著影响，而无党派人士则没有，这表明无党派人士的启发式信息处理可以转化为政治广告中的系统信息处理。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Asian Journal of Political Science POLITICAL SCIENCE-

CiteScore

2.00

自引率

0.00%

发文量

期刊介绍： Asian Journal of Political Science ( AJPS) is an international refereed journal affiliated to the Graduate School of Public Administration, Seoul National University. Published since 1993, AJPS is a leading journal on Asian politics and governance. It publishes high-quality original articles in major areas of political science, including comparative politics, political thought, international relations, public policy, and public administration, with specific reference to Asian regions and countries. AJPS aims to address some of the most contemporary political and administrative issues in Asia (especially in East, South, and Southeast Asia) at the local, national, and global levels. The journal can be of great value to academic experts, researchers, and students in the above areas of political science as well as to practical policy makers, state institutions, and international agencies.