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Motivated Information Processing and Negative Campaigns: The Dynamic Formation of Candidate Evaluations

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Abstract:

This research investigated the information selection and processing behavior of potential voters in a dynamic campaign environment. It was hypothesized that voters are subject to a negativity bias (preference for negative information over positive information), a candidate bias (preference for information about the preferred candidate over the opponent), and a congruency bias (preference for positive information about the preferred candidate and negative information about the opponent over negative information about the preferred candidate and positive information about the opponent). The effects of this information search were predicted to lead to biased perceptions of political messages as well as to more polarized candidate evaluations. Participants in this experiment were exposed to quickly changing information in the form of newspaper-style headlines on a dynamic information board. The main results indicate a strong preference for negative information and a lesser bias for information about the preferred candidate. Participants with a strong initial candidate preference, however, showed a disproportionate preference for negative information about the preferred candidate, contradicting the congruency hypothesis. We found support for a candidate bias in the perception of messages and the polarization of candidate evaluations.

Most Common Document Word Stems:

inform (255), candid (255), negat (203), prefer (162), bias (143), headlin (128), process (125), chang (114), particip (113), posit (106), polit (104), messag (94), select (85), initi (79), effect (76), p (76), evalu (76), 1 (71), valenc (70), motiv (70), 2 (69),

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Keywords: negative campaigns, motivated reasoning
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Name: American Political Science Association
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MLA Citation:

Meffert, Michael., Chung, Sungeun., Joiner, Amber., Garst, Jennifer. and Waks, Leah. "Motivated Information Processing and Negative Campaigns: The Dynamic Formation of Candidate Evaluations" Paper presented at the annual meeting of the American Political Science Association, Boston Marriott Copley Place, Sheraton Boston & Hynes Convention Center, Boston, Massachusetts, Aug 28, 2002 <Not Available>. 2009-05-27 <http://www.allacademic.com/meta/p66201_index.html>

APA Citation:

Meffert, M. F., Chung, S. , Joiner, A. , Garst, J. and Waks, L. , 2002-08-28 "Motivated Information Processing and Negative Campaigns: The Dynamic Formation of Candidate Evaluations" Paper presented at the annual meeting of the American Political Science Association, Boston Marriott Copley Place, Sheraton Boston & Hynes Convention Center, Boston, Massachusetts Online <.PDF>. 2009-05-27 from http://www.allacademic.com/meta/p66201_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: This research investigated the information selection and processing behavior of potential voters in a dynamic campaign environment. It was hypothesized that voters are subject to a negativity bias (preference for negative information over positive information), a candidate bias (preference for information about the preferred candidate over the opponent), and a congruency bias (preference for positive information about the preferred candidate and negative information about the opponent over negative information about the preferred candidate and positive information about the opponent). The effects of this information search were predicted to lead to biased perceptions of political messages as well as to more polarized candidate evaluations. Participants in this experiment were exposed to quickly changing information in the form of newspaper-style headlines on a dynamic information board. The main results indicate a strong preference for negative information and a lesser bias for information about the preferred candidate. Participants with a strong initial candidate preference, however, showed a disproportionate preference for negative information about the preferred candidate, contradicting the congruency hypothesis. We found support for a candidate bias in the perception of messages and the polarization of candidate evaluations.

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Associated Document Available American Political Science Association
Associated Document Available Political Research Online

Document Type: .pdf
Page count: 41
Word count: 13998
Text sample:
Motivated Information Processing 1 Motivated Information Processing and Negative Campaigns: The Dynamic Formation of Candidate Evaluations 1 Michael F. Meffert Sungeun Chung Amber Joiner Jennifer Garst and Leah Waks University of Maryland College Park Contact Information: Michael F. Meffert Department of Communication 2130 Skinner Building University of Maryland College Park MD 20742­7635 Phone: 301­405­6533 Fax: 301­314­9471 mmeffert@wam.umd.edu Paper prepared for presentation at the 2002 annual meeting of the American Political Science Association Boston August 29 -- September 1 2002.
Time of Evaluation Headline Candidate Initial Final d p < Initial Final d p < Own 70.73 (12.01) 73.30 (16.18) 0.38 .11 70.91 (11.42) 75.98 (12.87) 0.72 .01 Other 46.53 (16.06) 39.43 (20.14) ­0.84 .01 51.48 (17.61) 38.68 (19.16) ­1.63 .001 d = ­2.49 ­2.32 ­2.17 ­2.95 p < .001 .001 .001 .001 2­way interaction: F(1 73) = 11.61 p < .01 partial ? 2 = .14 F(1 67) = 42.79 p < .001 partial ? 2 = .39


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Heuristic and Systematic Biased Processing of Political Messages: Effects of Candidate Preference and the Level of Interest in Politics on Attitudes toward Issues

The Negativity Bias and The Effect of Policy Change on Evaluations of Political Incumbents


 
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