Being an Underdog Or a Frontrunner: the Effects of Candidate Labels on Voters’ Responses

Despite pervasive use of the underdog and frontrunner labels in elections, related studies are still scant. This study examines the relative effects of labeling candidates as underdogs vs. frontrunners in political communications and explores the moderation of candidate-related and voter-related variables. Research results contribute to political-marketing theories and practices.



Citation:

Hsuan-Yi Chou (2016) ,"Being an Underdog Or a Frontrunner: the Effects of Candidate Labels on Voters’ Responses", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 724-724.

Authors

Hsuan-Yi Chou, National Sun Yat-sen University, Taiwan



Volume

NA - Advances in Consumer Research Volume 44 | 2016



Share Proceeding

Featured papers

See More

Featured

Changing the World, One Word at a Time: The Effect of Font Size on Prosocial Intention

Rima Touré-Tillery, Northwestern University, USA
Ayelet Fishbach, University of Chicago, USA

Read More

Featured

Contested and Confused: The Influence of Social Others in Disrupting Body Projects

Aphrodite Vlahos, University of Melbourne, Australia
Marcus Phipps, University of Melbourne, Australia

Read More

Featured

When do More Options Produce Worse Choice?

Shannon Duncan, Columbia University, USA
Ulf Bockenholt, Northwestern University, USA
Eric J Johnson, Columbia University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.