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

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