1. NCCU Academic Hub
  2. 學術產出
  3. College of Communication
  4. Periodical Articles
  5. Item

學術產出-Periodical Articles

Article View/Open

Publication Export

Google ScholarTM

政大圖書館

Citation Infomation

題名 Ambivalent Versus Univalent Voters: Perceived Media Influences and Third-Person Perceptions
作者 張卿卿;魏然;羅文輝
Chang, Ching-Ching;Ran, Wei;Lo, Ven-Hwei
貢獻者 廣告系
日期 2014
上傳時間 5-Jan-2015 11:36:50 (UTC+8)
摘要 By differentiating “ambivalent” from “univalent” voters, this study argues that ambivalent voters need information to reach a decision, which implies they are more open to persuasion through media coverage than are univalent voters. In turn, they may infer that election coverage exerts a greater influence on them, resulting in smaller self–other perceptual discrepancies in terms of their coverage susceptibility. Conversely, univalent voters have made their voting choices early during the campaign; for them, only when the intended influence seems desirable does the perceived influence of campaign news on them increase, leading to a smaller self–other perceptual gap. In other words, ambivalent voters engage in motivated inferences to reduce their ambivalence-aroused discomfort, whereas univalent voters engage in motivated inferences to avoid dissonance. The results of a survey conducted during the official campaign for the 2012 Taiwanese presidential election support these predictions, demonstrating the utility of categorizing voters as ambivalent or univalent when examining the perceived effects of election campaign news.
關聯 Media Psychology,17(4), 420-450
資料類型 article
DOI http://dx.doi.org/10.1080/15213269.2014.924420
dc.contributor 廣告系-
dc.creator (作者) 張卿卿;魏然;羅文輝-
dc.creator (作者) Chang, Ching-Ching;Ran, Wei;Lo, Ven-Hwei-
dc.date (日期) 2014-
dc.date.accessioned 5-Jan-2015 11:36:50 (UTC+8)-
dc.date.available 5-Jan-2015 11:36:50 (UTC+8)-
dc.date.issued (上傳時間) 5-Jan-2015 11:36:50 (UTC+8)-
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/72587-
dc.description.abstract (摘要) By differentiating “ambivalent” from “univalent” voters, this study argues that ambivalent voters need information to reach a decision, which implies they are more open to persuasion through media coverage than are univalent voters. In turn, they may infer that election coverage exerts a greater influence on them, resulting in smaller self–other perceptual discrepancies in terms of their coverage susceptibility. Conversely, univalent voters have made their voting choices early during the campaign; for them, only when the intended influence seems desirable does the perceived influence of campaign news on them increase, leading to a smaller self–other perceptual gap. In other words, ambivalent voters engage in motivated inferences to reduce their ambivalence-aroused discomfort, whereas univalent voters engage in motivated inferences to avoid dissonance. The results of a survey conducted during the official campaign for the 2012 Taiwanese presidential election support these predictions, demonstrating the utility of categorizing voters as ambivalent or univalent when examining the perceived effects of election campaign news.-
dc.format.extent 333328 bytes-
dc.format.mimetype application/pdf-
dc.relation (關聯) Media Psychology,17(4), 420-450-
dc.title (題名) Ambivalent Versus Univalent Voters: Perceived Media Influences and Third-Person Perceptions-
dc.type (資料類型) articleen
dc.identifier.doi (DOI) 10.1080/15213269.2014.924420en_US
dc.doi.uri (DOI) http://dx.doi.org/10.1080/15213269.2014.924420en_US