It's time to vote

The effect of matching message orientation and temporal frame on political persuasion

Hakkyun Kim, Akshay R Rao, Angela Y. Lee

Research output: Contribution to journalArticle

101 Citations (Scopus)

Abstract

What political candidates say during their campaign and when they say it are critical to their success. In three experiments, we show that abstract, "why"-laden appeals are more persuasive than concrete, "how"-laden appeals when voters' decision is temporally distant; the reverse is true when the decision is imminent, and these results are strongest among those who are politically uninformed. These effects seem to be driven by a match between temporal distance and the abstractness of the message that leads to perceptions of fluency, and the ensuing "feels right" experience yields enhanced evaluations of the focal stimulus.

Original languageEnglish (US)
Pages (from-to)877-889
Number of pages13
JournalJournal of Consumer Research
Volume35
Issue number6
DOIs
StatePublished - Apr 1 2009

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persuasion
appeal
voter
stimulus
candidacy
campaign
experiment
evaluation
experience
time
Persuasion
Vote
Evaluation
Fluency
Stimulus
Voters
Experiment
Abstractness

Cite this

It's time to vote : The effect of matching message orientation and temporal frame on political persuasion. / Kim, Hakkyun; Rao, Akshay R; Lee, Angela Y.

In: Journal of Consumer Research, Vol. 35, No. 6, 01.04.2009, p. 877-889.

Research output: Contribution to journalArticle

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