Image, Issues, and Ideology: The Processing of Information About Political Candidates

Robert S. Wyer, Thomas Lee Budesheim, Sharon Shavitt, Ellen D. Riggle, R. Jeffrey Melton, James H. Kuklinski

Research output: Contribution to journalArticlepeer-review

Abstract

Ss watched a videotaped nonpolitical speech by a male political candidate that conveyed either a favorable or an unfavorable image. Then they heard an excerpt of a radio program in which the candidate was described as holding either conservative positions or liberal positions on a series of specific issues. The impact of the candidate's speech on evaluations of him decreased over time. However, Ss used the speech as a basis for judgment only when the candidate's issue stands had unfavorable implications. When Ss learned the candidate's issue stands 24 hr after they heard the speech, they based their evaluations on their personal agreement with these stands. When Ss learned the candidate's issue positions immediately after the speech, however, they based their evaluations on the ideological implications of the issue stands instead.

Original languageEnglish (US)
Pages (from-to)533-545
Number of pages13
JournalJournal of personality and social psychology
Volume61
Issue number4
DOIs
StatePublished - Oct 1991

ASJC Scopus subject areas

  • Social Psychology
  • Sociology and Political Science

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