React to the future: political visualization, emotional reactions and political behavior

Bryan McLaughlin, John A. Velez, Melissa R. Gotlieb, Bailey A. Thompson, Amber Krause-McCord

Research output: Contribution to journalArticlepeer-review

1 Scopus citations

Abstract

This study explores the mediating role political visualization–the process of imagining future political scenarios–plays in determining how political advertising affects voting behaviour. Specifically, we theorize that when partisans are exposed to political ads that are narrative (compared to non-narrative) in nature, they will engage in more political visualization. Partisans will then experience emotional reactions to these imagined futures–specifically, enthusiasm for the in-group candidate and anger towards the out-group candidate. These emotional reactions, in turn, will make a partisan more likely to vote for the in-group candidate and less likely to vote for the out-group candidate. We test this model by employing an experimental design where American partisans were presented a political ad (in the form of an email) that is either narrative or non-narrative. Results provide support for most of our expectations and suggest that visualization may play an important role in determining the influence of a political ad.

Original languageEnglish
Pages (from-to)760-775
Number of pages16
JournalInternational Journal of Advertising
Volume38
Issue number5
DOIs
StatePublished - Jul 4 2019

Keywords

  • Emotions
  • narratives
  • political advertising
  • visualization

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