{"id":40619,"date":"2024-12-04T14:37:56","date_gmt":"2024-12-04T19:37:56","guid":{"rendered":"https:\/\/www.bu.edu\/com\/?post_type=bu-research&#038;p=40619"},"modified":"2024-12-04T14:37:57","modified_gmt":"2024-12-04T19:37:57","slug":"enjoyment-and-appreciation-of-political-advertisements-how-voters-issue-involvement-and-congruence-with-the-sponsor-influence-their-responses-and-decisions","status":"publish","type":"bu-research","link":"https:\/\/www.bu.edu\/com\/research\/enjoyment-and-appreciation-of-political-advertisements-how-voters-issue-involvement-and-congruence-with-the-sponsor-influence-their-responses-and-decisions\/","title":{"rendered":"Enjoyment and Appreciation of Political Advertisements: How Voters\u2019 Issue Involvement and Congruence with the Sponsor Influence Their Responses and Decisions"},"content":{"rendered":"\n<p>This study investigates how voters derive pleasure and meaning from political advertisements by conducting a 3 (sponsorship) \u00d7 2 (issue) factorial experiment. It examines the impact of the interaction of issue involvement and congruence between sponsorship and voters\u2019 party affiliation on enjoyment and appreciation of the advertisement. Voters\u2019 real-time emotions (determined by their facial expression) and their attention to the screen (captured\u00a0<em>via<\/em>\u00a0eye-tracking sensor) were measured. Voters\u2019 responses to advertisement were examined in association with their subsequent candidate preference. Advertisements by congruent sponsors are enjoyed and appreciated more than those by incongruent sponsors. Negative and mixed emotions and time spent on the screen are more pronounced among those with higher issue involvement when viewing congruent advertisements. Only enjoyment, appreciation, and expression of positive emotions during advertisement exposure are positively associated with voting decision.<\/p>\n\n\n\n<p>Publication: <a href=\"https:\/\/www.tandfonline.com\/journals\/wplm20\">Journal of Political Marketing<\/a><\/p>\n\n\n\n<div class=\"wp-block-buttons\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link\" href=\"https:\/\/www.tandfonline.com\/doi\/full\/10.1080\/15377857.2024.2374234?src=exp-la\">READ MORE<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>This study investigates how voters derive pleasure and meaning from political advertisements by conducting a 3 (sponsorship) \u00d7 2 (issue)&hellip;<\/p>\n","protected":false},"featured_media":0,"template":"","discipline-type":[1429,1439],"research-type":[],"research-topic":[1740],"_links":{"self":[{"href":"https:\/\/www.bu.edu\/com\/wp-json\/wp\/v2\/bu-research\/40619"}],"collection":[{"href":"https:\/\/www.bu.edu\/com\/wp-json\/wp\/v2\/bu-research"}],"about":[{"href":"https:\/\/www.bu.edu\/com\/wp-json\/wp\/v2\/types\/bu-research"}],"wp:attachment":[{"href":"https:\/\/www.bu.edu\/com\/wp-json\/wp\/v2\/media?parent=40619"}],"wp:term":[{"taxonomy":"discipline-type","embeddable":true,"href":"https:\/\/www.bu.edu\/com\/wp-json\/wp\/v2\/discipline-type?post=40619"},{"taxonomy":"research-type","embeddable":true,"href":"https:\/\/www.bu.edu\/com\/wp-json\/wp\/v2\/research-type?post=40619"},{"taxonomy":"research-topic","embeddable":true,"href":"https:\/\/www.bu.edu\/com\/wp-json\/wp\/v2\/research-topic?post=40619"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}