thesis_access.pdf (3.38 MB)

Party or Policy? Testing the Elaboration Likelihood Model in the context of voting

Download (3.38 MB)
thesis
posted on 09.09.2021, 21:21 by Boyte, Andre

In this study, I experimentally tested if the Elaboration Likelihood Model applies to a voting context. Participants rated their likelihood to vote for hypothetical candidates where the candidates’ associated policy and party affiliation were both manipulated. Participants also completed a quiz as a measure of their political sophistication. As expected, those who demonstrated high political sophistication used policy information more often when rating candidates. Contrary to expectations, there was no evidence that low politically sophisticated individuals used party cues more often to guide their ratings of candidates. The findings provide partial support for the Elaboration Likelihood Model, and future adaptations to the experimental design are discussed.

History

Advisor 1

Wilson, Marc

Copyright Date

10/09/2021

Date of Award

10/09/2021

Publisher

Victoria University of Wellington - Te Herenga Waka

Rights License

CC BY 4.0

Degree Discipline

Psychology

Degree Grantor

Victoria University of Wellington - Te Herenga Waka

Degree Level

Masters

Degree Name

Master of Science

ANZSRC Type Of Activity code

4 EXPERIMENTAL RESEARCH

Victoria University of Wellington Item Type

Awarded Research Masters Thesis

Language

en_NZ

Victoria University of Wellington School

School of Psychology