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Affective priming in political campaigns: how campaign-induced emotions prime political opinions


Kühne, R; Schemer, C; Matthes, J; Wirth, Werner (2011). Affective priming in political campaigns: how campaign-induced emotions prime political opinions. International Journal of Public Opinion Research, 23(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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Additional indexing

Item Type:Journal Article, refereed, original work
Communities & Collections:06 Faculty of Arts > Department of Communication and Media Research
Dewey Decimal Classification:700 Arts
Scopus Subject Areas:Social Sciences & Humanities > Sociology and Political Science
Language:English
Date:2011
Deposited On:03 Dec 2014 14:45
Last Modified:22 Feb 2022 16:35
Publisher:Oxford University Press
ISSN:0954-2892
OA Status:Green
Free access at:Publisher DOI. An embargo period may apply.
Publisher DOI:https://doi.org/10.1093/ijpor/edr004
Related URLs:http://www.nccr-democracy.uzh.ch/publikationen/kuehne2011

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