On-line and Memory-based: Revisiting the Relationship Between Candidate Evaluation Processing Models |
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Authors: | Young Mie Kim Kelly Garrett |
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Affiliation: | 1. University of Wisconsin-Madison, 5115 Vilas Hall, 821 University Avenue, Madison, WI, 53706, USA 2. Ohio State University, 3016 Derby Hall, 154?N. Oval Mall, Columbus, USA
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Abstract: | Reexamining the relationship between the on-line and memory-based information processing models, this study presents a theoretical basis for the co-occurrence of on-line and memory-based processes and proposes a hybrid model. The study empirically tests the hybrid model by employing real-time tracking of participants?? reactions to two candidates in a US presidential primary election debate. The findings confirm an independent, but complementary relationship between on-line and memory-based information processing in an individual??s candidate evaluation and vote choice. The co-occurrence of the two modes applies to an individual??s comparison of candidates as well. The implications of the hybrid model for the functioning of democracy are discussed. |
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