Journal Articles

A Matter of Distinction: Candidate Polarization and Information Processing in Election Campaigns

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Because Republican and Democratic elites have polarized in recent decades, American voters increasingly face choices between candidates who hold divergent policy positions. Such a development has potential implications for the way voters process information during campaigns and choose between candidates on election day. Drawing on research in political psychology and using a nationally representative survey-experiment, we argue and find that levels of candidate polarization—the convergence or divergence of candidates’ issue positions—affect voter information consumption, recall of campaign information, and the balance of on-line and memory-based processing employed in the vote decision. In showing that voters faced with more similar candidates rely more heavily on memory-based processing, we provide further support for hybrid models of political information processing and suggest that candidate polarization has consequences for voter attitude strength and resistance to persuasion.

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Detail Information

Series Title

American Politics Research

Call Number

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Publisher

: sage publisher., 2010

Collation

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Language

English

ISBN/ISSN

1532673x

Classification

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Content Type

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Media Type

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Carrier Type

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Edition

Vol. 38 no. 1, January 2010. pp. 165-192

Subject(s)

Elections
Persuasion
Voting
Political Campaigns
Information processing
Candidate polarization

Specific Detail Info

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Statement of Responsibility

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