정치광고에 대한 유권자의 인지욕구 수준과 메시지 프레이밍 유형에 따른 투표 행동에 관한 연구
A Study on Voters' Level of Needs for Cognition and Their Voting Behaviors According to Types of Message Framing
At the present time when college students are actively participating in politics as voters, the purpose of this study is to find out through an experiment what effects college students' attitude toward political advertisements ultimately have on their voting behaviors. As part of an effort to understand the political participation of younger generation, finding out what criteria are used for evaluating political advertisements and analyzing to what extent these criteria affect the actual voting behaviors make a valuable study in terms of forming healthy political advertisements and establishing the proper standards for the elements of political advertisements. Thus, in this study, college student voters' level of need for cognition was classified into three levels: high, medium, and low;and then,experiment-based analysis was carried out on their attitudes towards political advertisements and the candidates presented in them;their perceptions about the candidates presented in the political advertisements;their attitudes towards public confidence for party; and their voting behaviors towards political advertisements, respectively, according to the types of message framing. According to the experiment-based analysis of the effects of persuasion from political advertisements, similar results were found in all dependent variables. In other words, in all dependent measures including attitudes towards political advertisements, attitudes towards candidates presented in political advertisements, perceptions about the candidates presented in the political advertisements, attitudes towards public confidence for party, and voting behaviors towards political advertisements,interaction effects were found between voters' level of need for cognition and types of message framing. Main effects were neither identified between level of need for cognition and dependent measures nor between types of message framing and dependent measures. However, in terms of attitudes towards political advertisements, main effects were found to be different depending on level of need for cognition.
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