Voters’ Processing Mindsets and Construing Modes of Campaign Advertising
Based on theories on attitude change, resistance to persuasion, and construal-level theory, this study examines how party consistency and the timing of broadcasting campaign advertisements affect voters’ processing mindsets and construing modes of advertising messages, and therefore investigates their responses towards advertisements. The findings contribute to political-marketing research and practice.
Hsuan-Yi Chou (2016) ,"Voters’ Processing Mindsets and Construing Modes of Campaign Advertising", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 724-724.
Hsuan-Yi Chou, National Sun Yat-sen University, Taiwan
NA - Advances in Consumer Research Volume 44 | 2016
N3. Emotion Regulation and Memory for Negative Emotion Ads
Sandra Segal, Ben Gurion University, Israel
Hila Riemer, Ben Gurion University, Israel
Shai Danziger, Tel Aviv University, Israel
Gal Sheppes, Tel Aviv University, Israel
Neural pattern similarity reveals brand equity
Feng Sheng, University of Pennsylvania, USA
Michael Platt, University of Pennsylvania, USA
H4. Anthropomorphism Moderates the Effect of Ownership on Self Perceptions
Qiang Zhou, University of Texas at San Antonio, USA
Dengfeng Yan, University of Texas at San Antonio, USA