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The Affect EffectDynamics of Emotion in Political Thinking and Behavior$
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George E. Marcus, W. Russell Neuman, and Michael MacKuen

Print publication date: 2007

Print ISBN-13: 9780226574417

Published to Chicago Scholarship Online: March 2013

DOI: 10.7208/chicago/9780226574431.001.0001

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Don't Give Up Hope: Emotions, Candidate Appraisals, and Votes

Don't Give Up Hope: Emotions, Candidate Appraisals, and Votes

(p.231) Chapter Ten Don't Give Up Hope: Emotions, Candidate Appraisals, and Votes
The Affect Effect

Marion R. Just

Ann N. Crigler

Todd L. Belt

University of Chicago Press

This chapter concentrates on the effect of conscious consideration of emotion as a vital domain in which emotion can play out its role in human affairs. It is suggested that hope is a powerful coping mechanism that can mold perceptions about candidates and bias information search. It is also the key emotion in voting decisions and is essential for the democratic process. As hope for a candidate increases over time, individuals become more consistent and appraise all of the candidate's traits and issue positions in positive ways and the opponent's in negative ways. The 1996 election campaign showed the significance of hope, its compensatory relation to fear, and the consistency of hope and fear with candidate appraisals. The evidence about the role of emotions and appraisal in campaigns demonstrated that campaigns serve important informational functions.

Keywords:   emotion, hope, candidates, voting, 1996 election campaign, fear, candidate appraisals

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