Different Hearts for Different Heads: How Personality Moderates the Emotional Impact of Political Advertisement
From time to time, I like to upload papers that I write for classes or research. Today, I’m highlighting my research paper for my class in Political Psychology. Here’s the abstract:
Previous literature has found that there are individual-level differences with how people engage with politics, and that levels of authoritarianism specifically can alter how people perceive political advertisements. This paper seeks to build off on this approach by exploring differences in ad perception across all of the Big Five personality factors and uses a complex radio ad experiment embedded within a survey to intentionally elicit anxiety and measure how much anxiety is felt as compared to a neutral control advertisement. Overall, personality was found to be a significant moderating variable that affected the amount of anxiety felt from the treatment advertisement. Conditions under which various Big Five personality factors matter are explored, and implications are drawn for how to make future political advertisements more effective in light of these results.
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