Journal Article

Affective Priming in Political Campaigns: How Campaign-Induced Emotions Prime Political Opinions

Rinaldo Kühne, Christian Schemer, Jörg Matthes and Werner Wirth

in International Journal of Public Opinion Research

Published on behalf of World Association for Public Opinion Research

Volume 23, issue 4, pages 485-507
Published in print December 2011 | ISSN: 0954-2892
Published online August 2011 | e-ISSN: 1471-6909 | DOI: https://dx.doi.org/10.1093/ijpor/edr004
Affective Priming in Political Campaigns: How Campaign-Induced Emotions Prime Political Opinions

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  • Communication Studies
  • Marketing
  • Media and Communication
  • Political Behaviour
  • Social Research and Statistics

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Campaign priming is generally assumed to function through the activation of memory content. By focusing on specific issues or issue aspects, campaigns render corresponding cognitive concepts more accessible and hence influence which concepts are likely to be used in subsequent evaluation processes. Thus, priming is mainly understood as a cognitive process. In the present study we investigate the impact of campaign-induced emotions on opinion formation. We argue that emotions may activate cognitive content which may in turn influence political judgments. Our analyses support the hypothesis that political campaigns may influence public opinion not only through cognitive priming but also through affective priming.

Journal Article.  8287 words.  Illustrated.

Subjects: Communication Studies ; Marketing ; Media and Communication ; Political Behaviour ; Social Research and Statistics

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