Serif For the Conservatives: the Effects of Typeface on the Persuasiveness of Political Campaign

This research investigated the effect of congruence between serif (vs. sans-serif) typeface and the conservative (vs. liberal) political ideology on the campaign effectiveness. Through two experiments, we provided a support for the positive effect of serif typefaces on political campaign evaluation of the conservatives and unveiled underlying psychological process.


Jiwon Yi and Nara Youn (2020) ,"Serif For the Conservatives: the Effects of Typeface on the Persuasiveness of Political Campaign", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1185-1185.


Jiwon Yi, Hongik University
Nara Youn, Hongik University, South Korea


NA - Advances in Consumer Research Volume 48 | 2020

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