TITLE

Celebrity Political Endorsement Effects: A Perspective on the Social Distance of Political Parties

AUTHOR(S)
HSUAN-YI CHOU
PUB. DATE
January 2015
SOURCE
International Journal of Communication (19328036);2015, Vol. 9, p523
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
This article examines the advertising effects of celebrity political endorsement (CPE) on young Taiwanese voters' attitudes and voting behaviors. Based on construal-level theory, the moderating effect of consistency between an ad-recommended party and voters' party preferences on different celebrity endorser types is also explored. Experimental results indicate the following: (1) Political messages delivered by political figures, regular citizens, and idols belong to different construal levels; (2) the preference-consistency party (versus the preference-inconsistency party) reduces voters' perceived social distance from the party and causes voters to construe partyrelated information in lower-level construals; (3) CPE effects are greater than non-CPE effects; and (4) voters respond better to political ads that recommend a preferenceinconsistency party using political figure endorsements, and voters respond better to political ads that recommend a preference-consistency party using idol endorsements.
ACCESSION #
110802606

 

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