TY - JOUR
T1 - Motivating Participation Through Political Ads
T2 - Comparing the Effects of Physiology and Self-reported Emotion
AU - Karl, Kristyn L.
N1 - Publisher Copyright:
© 2019, Springer Science+Business Media, LLC, part of Springer Nature.
PY - 2021/6
Y1 - 2021/6
N2 - With numerous scholars expressing interest, and in some cases concern, over the impact of televised campaign ads on participation, it is vital that our understanding of the effects of political advertising be based on sound assumptions. Yet research regarding emotion and politics relies almost exclusively upon self-reported measures. How does reliance on self-reported measures of emotion impact our understanding of the short-term motivational forces that impact political participation? Using a randomized experiment with carefully manipulated campaign advertisements, I find evidence that an alternative measure of emotional response, physiological arousal, is a powerful predictor of citizens’ willingness to participate in politics. Arousal is not simply a proxy for self-reported emotion, but rather, a different and complementary measure of the emotional experience. I also explore the relationship between arousal and self-reported emotion and find evidence that the translation of arousal into self-reported emotion depends in part on characteristics of the message such as partisan tone and on characteristics of the individual such as political knowledge.
AB - With numerous scholars expressing interest, and in some cases concern, over the impact of televised campaign ads on participation, it is vital that our understanding of the effects of political advertising be based on sound assumptions. Yet research regarding emotion and politics relies almost exclusively upon self-reported measures. How does reliance on self-reported measures of emotion impact our understanding of the short-term motivational forces that impact political participation? Using a randomized experiment with carefully manipulated campaign advertisements, I find evidence that an alternative measure of emotional response, physiological arousal, is a powerful predictor of citizens’ willingness to participate in politics. Arousal is not simply a proxy for self-reported emotion, but rather, a different and complementary measure of the emotional experience. I also explore the relationship between arousal and self-reported emotion and find evidence that the translation of arousal into self-reported emotion depends in part on characteristics of the message such as partisan tone and on characteristics of the individual such as political knowledge.
KW - Arousal
KW - Emotion
KW - Experiment
KW - Physiology
KW - Political ads
KW - Political participation
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U2 - 10.1007/s11109-019-09569-2
DO - 10.1007/s11109-019-09569-2
M3 - Article
AN - SCOPUS:85074028598
SN - 0190-9320
VL - 43
SP - 687
EP - 710
JO - Political Behavior
JF - Political Behavior
IS - 2
ER -