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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

Affective Intelligence and Voting: Information Processing and Learning in a Campaign

Affective Intelligence and Voting: Information Processing and Learning in a Campaign

(p.152) Chapter Seven Affective Intelligence and Voting: Information Processing and Learning in a Campaign
The Affect Effect

David P. Redlawsk

Andrew J. W. Civettini

Richard R. Lau

University of Chicago Press

This chapter uses dynamic tracing methodology to analyze the way emotion functions in a political campaign. It specifically describes how initial feeling toward a political candidate affects the evaluation of new information and how emotional reactions to that information influence learning. Hypothesis 1 indicates that specific issue positions taken by preferred and rejected candidates can yield affective responses in voters. As the distance between a voter's issue preference and a candidate's issue position gets larger, anxiety or anger is in fact generated. Hypothesis 2 tests whether activation of the surveillance system results in more careful processing. Hypotheses 3a and 3b suggest that heightened anxiety leads to learning. According to affective intelligence, the role of enthusiasm should be relatively neutral. Data collected via dynamic process tracing studies can offer insights that are unattainable by survey research or experiments that fail to account for the dynamic nature of election campaigns.

Keywords:   dynamic process tracing, political campaign, political candidate, information processing, learning, anxiety, anger, affective intelligence, election campaigns

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