TY - JOUR
T1 - Cognitive strategies and candidate evaluations
AU - Riggle, Ellen D.
PY - 1992/4
Y1 - 1992/4
N2 - Decades of voting behavior studies have found party affiliation, issue stands and ideology, and candidate image to be major factors influencing voter evaluations of candidates. The relative importance of these criteria, however, may depend on the context in which the information processing about the candidate occurs. Specifically, in this study, an experimentally designed survey is used to change the context of the judgment task from an absolute judgment of one candidate to a comparison judgment of two candidates. The results show that subjects changed from a discrete information processing strategy when judging one candidate to a heuristic processing strategy when judging two candidates. The implications for citizen evaluations of political candidates is discussed.
AB - Decades of voting behavior studies have found party affiliation, issue stands and ideology, and candidate image to be major factors influencing voter evaluations of candidates. The relative importance of these criteria, however, may depend on the context in which the information processing about the candidate occurs. Specifically, in this study, an experimentally designed survey is used to change the context of the judgment task from an absolute judgment of one candidate to a comparison judgment of two candidates. The results show that subjects changed from a discrete information processing strategy when judging one candidate to a heuristic processing strategy when judging two candidates. The implications for citizen evaluations of political candidates is discussed.
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U2 - 10.1177/1532673X9202000205
DO - 10.1177/1532673X9202000205
M3 - Article
AN - SCOPUS:84976933391
SN - 1532-673X
VL - 20
SP - 227
EP - 246
JO - American Politics Research
JF - American Politics Research
IS - 2
ER -