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Replication Data for: Courting the Women's Vote: The Emotional, Cognitive, and Persuasive Effects of Gender-Based Appeals in Campaign Advertisements

Harvard Dataverse (Africa Rice Center, Bioversity International, CCAFS, CIAT, IFPRI, IRRI and WorldFish)

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Title Replication Data for: Courting the Women's Vote: The Emotional, Cognitive, and Persuasive Effects of Gender-Based Appeals in Campaign Advertisements
 
Identifier https://doi.org/10.7910/DVN/D155SP
 
Creator KAM, CINDY D.
Archer, Allison M.
Geer, John G.
 
Publisher Harvard Dataverse
 
Description In this paper, we examine the ways in which citizens emotionally react to and cognitively process campaign advertisements that contain group-based appeals. Specifically, we focus on the emotional, cognitive, and persuasive effects of three campaign ads aired during the 2012 election campaign that contained explicit appeals to women voters. We analyze differences across women and men in their emotional responses to the ads, in their reports of the memorability of the ads, in their cognitive engagement with the ads, and in how persuasive the ads were for vote choice. In so doing, we add nuance to studies of gender and campaigns and contribute to the expanding literature on the impact of strategic campaign communications.
 
Subject Social Sciences
gender
campaigns
campaign advertisements
 
Contributor KAM, CINDY D.