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Please use this identifier to cite or link to this item: https://ah.nccu.edu.tw/handle/140.119/72587


Title: Ambivalent Versus Univalent Voters: Perceived Media Influences and Third-Person Perceptions
Authors: 張卿卿;魏然;羅文輝
Chang, Ching-Ching;Ran, Wei;Lo, Ven-Hwei
Contributors: 廣告系
Date: 2014
Issue Date: 2015-01-05 11:36:50 (UTC+8)
Abstract: 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.
Relation: Media Psychology,17(4), 420-450
Data Type: article
DOI link: http://dx.doi.org/10.1080/15213269.2014.924420
Appears in Collections:[Department of Advertising] Periodical Articles

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