@inbook{73a58de9057f49f1ac028af026f5751b,
title = "Persuasive mechanisms and effects of narrative video political ads from the 2018 U.S. midterm elections on voter attitudes",
abstract = "This chapter includes a study about narrative persuasion in the context of political advertising. The study examined mechanisms of narrative persuasion, including transportation, counterarguing, and three discrete emotions within 2018 senatorial and gubernatorial narrative video ads using a 2 (valence: support vs. attack) × 2 (length: 30-second vs. 60-second) factorial experiment. Results showed the discrete emotion of happiness served as a primary mediator between valence and transportation, and between valence and attitudinal variables (candidate and ad). A valence-by-length interaction also affected happiness and attitude toward the candidate.",
author = "Jeff Conlin and Guolan Yang and Fuyuan Shen",
year = "2023",
month = jul,
day = "4",
doi = "10.4324/9781003375760-5",
language = "English (US)",
isbn = "9781032437286",
series = "Routledge Research in Communication Studies",
publisher = "Routledge",
pages = "85--106",
editor = "Fuyuan Shen and Edwards, {Heidi Hatfield}",
booktitle = "Narratives in Public Communication",
address = "United States",
}