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Memory for Positive, Negative, and C...

Morey, Alyssa Choi Tsubokura.

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Memory for Positive, Negative, and Comparison Ads: Studying Semantic Associations Between Candidates and Issues Using EEG.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Memory for Positive, Negative, and Comparison Ads: Studying Semantic Associations Between Candidates and Issues Using EEG./
Author:	Morey, Alyssa Choi Tsubokura.
Description:	485 p.
Notes:	Source: Dissertation Abstracts International, Volume: 76-05(E), Section: A.
Contained By:	Dissertation Abstracts International76-05A(E).
Subject:	Technical communication. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3673427
ISBN:	9781321510737

Memory for Positive, Negative, and Comparison Ads: Studying Semantic Associations Between Candidates and Issues Using EEG.
Morey, Alyssa Choi Tsubokura.

Memory for Positive, Negative, and Comparison Ads: Studying Semantic Associations Between Candidates and Issues Using EEG. - 485 p.

Source: Dissertation Abstracts International, Volume: 76-05(E), Section: A.

Thesis (Ph.D.)--The Ohio State University, 2013.

Political advertisements are a ubiquitous force during political campaigns. The 30-second TV spot is a particularly prominent form of political advertising, securing the bulk of advertising expenditures. Although political TV ads arouse contempt and condemnation from politicians, the media, and citizens, research has shown that these ads offer citizens substantive information about political candidates. Furthermore, survey and experimental research indicates that individuals acquire information from political advertisements. A controversy remains over which types of ads are most likely to instill knowledge among the electorate.

ISBN: 9781321510737Subjects--Topical Terms:

3172863
Technical communication.

Memory for Positive, Negative, and Comparison Ads: Studying Semantic Associations Between Candidates and Issues Using EEG.
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100 1 $a Morey, Alyssa Choi Tsubokura. $3 3188375
245 1 0 $a Memory for Positive, Negative, and Comparison Ads: Studying Semantic Associations Between Candidates and Issues Using EEG.
300 $a 485 p.
500 $a Source: Dissertation Abstracts International, Volume: 76-05(E), Section: A.
500 $a Adviser: William P. Eveland, Jr.
502 $a Thesis (Ph.D.)--The Ohio State University, 2013.
520 $a Political advertisements are a ubiquitous force during political campaigns. The 30-second TV spot is a particularly prominent form of political advertising, securing the bulk of advertising expenditures. Although political TV ads arouse contempt and condemnation from politicians, the media, and citizens, research has shown that these ads offer citizens substantive information about political candidates. Furthermore, survey and experimental research indicates that individuals acquire information from political advertisements. A controversy remains over which types of ads are most likely to instill knowledge among the electorate.
520 $a This dissertation examines memory differences for Positive, Negative, and Comparison political TV ads. It differs from previous research in a number of respects. First, comparison ads are included as a separate political ad type category, rather than being neglected entirely or subsumed into the larger category of negative ads. Second, extant political advertising research uses various criteria for defining positive and negative ads. Definitions within and across studies frequently conflate intended and actual emotional responses, which may account for inconsistent empirical results.
520 $a This dissertation proposes that Negative Ads and Comparison Ads should lead to greater Memory relative to Positive Ads, according to the negativity bias (Hypothesis 1 and 2, respectively). However, recognizing that humans are motivated information processors, this dissertation tests for moderating effects between and among variables (in particular, Ad Type, Ad Sponsor, and Partisanship) that may generate divergent emotional responses to the same messages (Research Question 1). Third, some researchers have suggested that emotional arousal (rather than valence) drives information processing and memory. This dissertation examines whether the effect of Ad Type (independent or moderated) on Memory remains when emotional arousal is controlled statistically (Research Question 2).
520 $a Fourth, the measure of political knowledge used here tests for associations between candidates and issues in participants' memory. By examining memory linkages between candidates and issues, this measure captures a critical and fundamental aspect of knowledge, and also focuses on information that citizens may find most relevant in evaluating political candidates. Lastly, this dissertation uses encephalography (EEG) recordings to study information processing of ad messages. Neurological activity in the gamma band frequency range (36-44 Hz) is suggested as indexing semantic processing, a basic component of knowledge formation. Gamma band power is proposed as a mediator between ad exposure and memory (Hypothesis 3).
520 $a Results indicated no main effect of Political Ad Type on Memory for issues presented in political TV ads. Memory for Positive Ads was not statistically different from memory for Negative Ads or Comparison Ads (H1 and H2 not supported). Results indicated a statistically significant interaction between Ad Type and Partisanship (RQ1). Compared to Positive Ads, Negative Ads led to a decrease in memory among Republicans (statistically significant conditional effect), whereas Negative Ads led to an increase in memory among Democrats (marginally significant conditional effect). This interaction effect remained when emotional arousal was controlled in analyses (RQ2). Although no evidence was found to support a mediating role of Gamma (H3 not supported), results showed a statistically significant independent effect of Gamma on Memory.
590 $a School code: 0168.
650 4 $a Technical communication. $3 3172863
650 4 $a Political science. $3 528916
690 $a 0643
690 $a 0615
710 2 $a The Ohio State University. $b Communication. $3 1684535
773 0 $t Dissertation Abstracts International $g 76-05A(E).
790 $a 0168
791 $a Ph.D.
792 $a 2013
793 $a English
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3673427