Puck Guldemond
Biographic Data
| ID | 4379716 |
|---|---|
| NAME | Puck Guldemond |
| GIVEN NAMES | Puck |
| FAMILY NAME | Guldemond |
| SIGNATURE | GULDEMOND P |
| AFFILIATIONS | Wageningen University & Research |
| ORCID | 0000-0002-9148-5538 |
| VERIFIED | Yes |
| TOTAL WORKS | 5 |
| TOTAL CITATIONS | 3 |
| WORKS AS AUTHOR | 5 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2022 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 1 |
AI meets politics
This study investigates the persuasive effects of messages generated with artificial intelligence in online political targeting, focusing on three distinct strategies: targeting based on political orientation, age, and personality traits. Through an experimental design conducted across 15 countries ( N = 7118), we uncovered that political targeting based on voters’ pre-existing political orientation, receiving messages from a party that is alread…
Affecting voters through eyes and mind? An eye-tracking study to understand how political preferences affect attention and memory of political advertisements
While online political targeting is increasingly used in political campaigns, its effect on voters’ attention toward political advertisements and the extent to which they are remembered remain unclear. This paper reports a within-subjects eye-tracking study (N = 135) to determine whether voters spend more time looking at political advertisements aligning with their political preferences while performing a goal-directed task. Moreover, it examines…
How Ads Get in Our Head
This study aims to understand how people process, think about, and respond to targeted political ads (political microtargeting). Using an extensive online thought-listing experiment (N = 1,196), we are able to closely examine how people process targeted political advertising by exploring their cognitive responses. Results show that targeted political ads that are incongruent (mistargeted based on people’s political preferences) lead people to lis…
Populism and Polarization
The vast presence of populism in contemporary political discourse has introduced a narrative steeped in nostalgia, evoking images of a revered national past and delineating a stark division between the ‘authentic us’ and the ‘alien them’. While these messages resonate with a substantial portion of citizens, they concurrently foster identity-driven animosity and derogation. In a pre-registered experiment in the Netherlands (with data collected bet…
Fueling Toxicity? Studying Deceitful Opinion Leaders and Behavioral Changes of Their Followers
The spread of deceiving content on social media platforms is a growing concern amongst scholars, policymakers, and the public at large. We examine the extent to which influential users (i.e., “deceitful opinion leaders”) on Twitter engage in the spread of different types of deceiving content, thereby overcoming the compartmentalized state of the field. We introduce a theoretical concept and approach that puts these deceitful opinion leaders at th…
Fueling Toxicity? Studying Deceitful Opinion Leaders and Behavioral Changes of Their Followers
The spread of deceiving content on social media platforms is a growing concern amongst scholars, policymakers, and the public at large. We examine the extent to which influential users (i.e., “deceitful opinion leaders”) on Twitter engage in the spread of different types of deceiving content, thereby overcoming the compartmentalized state of the field. We introduce a theoretical concept and approach that puts these deceitful opinion leaders at th…
Fueling Toxicity? Studying Deceitful Opinion Leaders and Behavioral Changes of Their Followers
The spread of deceiving content on social media platforms is a growing concern amongst scholars, policymakers, and the public at large. We examine the extent to which influential users (i.e., “deceitful opinion leaders”) on Twitter engage in the spread of different types of deceiving content, thereby overcoming the compartmentalized state of the field. We introduce a theoretical concept and approach that puts these deceitful opinion leaders at th…
Affecting voters through eyes and mind? An eye-tracking study to understand how political preferences affect attention and memory of political advertisements
While online political targeting is increasingly used in political campaigns, its effect on voters’ attention toward political advertisements and the extent to which they are remembered remain unclear. This paper reports a within-subjects eye-tracking study (N = 135) to determine whether voters spend more time looking at political advertisements aligning with their political preferences while performing a goal-directed task. Moreover, it examines…
How Ads Get in Our Head
This study aims to understand how people process, think about, and respond to targeted political ads (political microtargeting). Using an extensive online thought-listing experiment (N = 1,196), we are able to closely examine how people process targeted political advertising by exploring their cognitive responses. Results show that targeted political ads that are incongruent (mistargeted based on people’s political preferences) lead people to lis…
Populism and Polarization
The vast presence of populism in contemporary political discourse has introduced a narrative steeped in nostalgia, evoking images of a revered national past and delineating a stark division between the ‘authentic us’ and the ‘alien them’. While these messages resonate with a substantial portion of citizens, they concurrently foster identity-driven animosity and derogation. In a pre-registered experiment in the Netherlands (with data collected bet…
AI meets politics
This study investigates the persuasive effects of messages generated with artificial intelligence in online political targeting, focusing on three distinct strategies: targeting based on political orientation, age, and personality traits. Through an experimental design conducted across 15 countries ( N = 7118), we uncovered that political targeting based on voters’ pre-existing political orientation, receiving messages from a party that is alread…
Politics (4 works) · Political communication (3 works) · Social Media and Politics (3 works) · American political science (2 works) · Cognition (2 works) · Electoral Systems and Political Participation (2 works) · Misinformation and Its Impacts (2 works) · Social and Intergroup Psychology (2 works) · Voting behavior (2 works) · Affect (linguistics (1 work)