Through the party lens: How citizens evaluate TV electoral spots
Holtz-Bacha C, Johannson B (2014)
Publication Type: Journal article
Publication year: 2014
Journal
Publisher: Haworth Press Inc.
Book Volume: 13
Pages Range: 291-306
Journal Issue: 13
DOI: 10.1080/15377857.2012.728188
Abstract
Party affiliation is considered one of the most important factors explaining voters' party choice, but also a strong intervening variable when it comes to the effectiveness of electoral advertising. The question raised in this study is to what extent party affiliation explains voters' judgments of electoral advertising, which was investigated by using data carried out during the Swedish general election campaign 2010. The results show that party affiliation still functions as a filter when voters are exposed to electoral advertising. The findings are suggested to be understood against the background of cognitive dissonance theory and selective exposure according to which people try to avoid a state of cognitive dissonance by avoiding information that conflicts with their attitudes.
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APA:
Holtz-Bacha, C., & Johannson, B. (2014). Through the party lens: How citizens evaluate TV electoral spots. Journal of Political Marketing, 13(13), 291-306. https://dx.doi.org/10.1080/15377857.2012.728188
MLA:
Holtz-Bacha, Christina, and Bengt Johannson. "Through the party lens: How citizens evaluate TV electoral spots." Journal of Political Marketing 13.13 (2014): 291-306.
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