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

Datos Bibliográficos

ID6233592
AutoresChang Sup Park (0000-0001-5626-0758, Department of Communication, University at Albany, State University of New York, Albany, NY, USA, autor de correspondencia)
Año2019
Volumen27
Número2
Páginas177-189
Fecha de publicación2019-05-04
Peer ReviewedSí
Open AccessNo
TipoARTICLE
RevistaAsian Journal of Political Science (JOURNAL)
Identificadores de la revistaISSN: 0218-5377 • E-ISSN: 1750-7812
EditorialInforma UK Limited (PUBLISHER • GB)
DOI10.1080/02185377.2019.1576055
OpenAlexW2911991967
IdiomaEN
Referencias citadas49

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

Advertising · Business · Cognitive psychology · Credibility · Political science · Recall · Computer Science · Gender, Feminism, and Media · Law · Media Influence and Health · Psychology · Social Media and Politics