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Affective priming in political campaigns. How campaign-induced emotions prime political opinions


Kühne, R; Schemer, C; Matthes, J; Wirth, W (2011). Affective priming in political campaigns. How campaign-induced emotions prime political opinions. International Journal of Public Opinion Research, 24(4):485-507.

Abstract

Campaign priming is generally assumed to function through the activation of memory content. By focusing on specific issues or issue aspects, campaigns render corresponding cognitive concepts more accessible and hence influence which concepts are likely to be used in subsequent evaluation processes. Thus, priming is mainly understood as a cognitive process. In the present study we investigate the impact of campaign-induced emotions on opinion formation. We argue that emotions may activate cognitive content which may in turn influence political judgments. Our analyses support the hypothesis that political campaigns may influence public opinion not only through cognitive priming but also through affective priming.

Abstract

Campaign priming is generally assumed to function through the activation of memory content. By focusing on specific issues or issue aspects, campaigns render corresponding cognitive concepts more accessible and hence influence which concepts are likely to be used in subsequent evaluation processes. Thus, priming is mainly understood as a cognitive process. In the present study we investigate the impact of campaign-induced emotions on opinion formation. We argue that emotions may activate cognitive content which may in turn influence political judgments. Our analyses support the hypothesis that political campaigns may influence public opinion not only through cognitive priming but also through affective priming.

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8 citations in Web of Science®
6 citations in Scopus®
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Additional indexing

Item Type:Journal Article, refereed, original work
Communities & Collections:06 Faculty of Arts > Institute of Mass Communication and Media Research
Dewey Decimal Classification:700 Arts
Language:English
Date:1 December 2011
Deposited On:29 Dec 2011 13:59
Last Modified:07 Dec 2017 10:29
Publisher:Oxford University Press
ISSN:0954-2892
Publisher DOI:https://doi.org/10.1093/ijpor/edr004

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