Identity-based preference frames as determinants of the effectiveness of valenced persuasive messages
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Date
2019-03
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Abstract
Negative messages have become increasingly predominant in political communication, but is this strategy always wise? This research shows that the effectiveness of negatively-framed and positively-framed messages depend on recipients' tendencies to think of their preferences in terms of support or opposition. In particular, partisans tend to conceptualize their political preferences in terms of support for their ingroup party, whereas independents tend to conceptualize their preferences in terms of opposition to their non-preferred party. As a consequence, partisans respond more favorably to support-framed persuasive messages, while independents respond more favorably to opposition-framed messages.
Description
Social and Behavioral Sciences: 1st Place (The Ohio State University Edward F. Hayes Graduate Research Forum)
Keywords
partisanship, polarization, attitudes, persuasion, valence, framing