COM, RM. 209, 640 Commonwealth Ave
Political advertisements are a mainstay of electoral campaigns. Voters’ physiological responses to political advertisements can disclose genuine campaign effects, but they are hardly studied. This talk will report an experimental study that employed eye-tracking and facial expression analyses to gauge voters’ cognitive and affective responses to real campaign ads that are focused on specific issues and sponsored by different political entities. The findings shed light on questions including: Do voters’ party affiliation and issue concern influence their attention and emotional response to political ads? To what extent do self-report and physiological measures match? Do positive or negative emotions drive voting decisions?
This lecture is presented by Denis Wu, Ph.D., Professor, Department of Mass Communication, Advertising and Public Relations.
This event is part of the Communication Research Center (CRC) Colloquium Lecture series. To learn more about this and past events, https://bit.ly/CRC_ColloquiumLectureSeries