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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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PRINTED FROM CHICAGO SCHOLARSHIP ONLINE (www.chicago.universitypressscholarship.com). (c) Copyright University of Chicago Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in CHSO for personal use.date: 24 September 2021

The Affect Effect in the Very Real World of Political Campaigns

The Affect Effect in the Very Real World of Political Campaigns

(p.357) Chapter Fifteen The Affect Effect in the Very Real World of Political Campaigns
The Affect Effect

Dan Schnur

University of Chicago Press

This chapter presents a distinction among political variables that practitioners think about every day but which simply would not occur to academics. A voter's predisposition is as important as the message, and the nature and strength of his or her loyalties make up the critical component in most emotion-based messaging decisions. Biographical differences between candidates can have an enormous effect on the way a message is received by the voters. It is believed that hope is the preferred means of communicating to a campaign's most loyal supporters (the saints) and that fear is the most effective way of discouraging the most virulent opposition (the sinners) from turning out at the polls. The ideological makeup of the academic research community and the impact of those preferences on the practical application of its findings in political campaigns are finally considered.

Keywords:   voters, messaging decisions, biographical differences, candidates, hope, political campaigns, fear

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