Effects of Gender Schematic Processing on the Reception of Political Commercials for Men and Women Candidates.

Hitchon, Jacqueline C.; Chang, Chingching

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Peer reviewed

ERIC Number: EJ508142

Record Type: CIJE

Publication Date: 1995

Pages: N/A

Abstractor: N/A

ISBN: N/A

ISSN: ISSN-0093-6502

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Effects of Gender Schematic Processing on the Reception of Political Commercials for Men and Women Candidates.

Hitchon, Jacqueline C.; Chang, Chingching

Communication Research, v22 n4 p430-58 Aug 1995

Finds enhanced recall of political television commercials from content domains of family and appearance in the case of women as opposed to men candidates, and enhanced recall from the domain of campaign activities in the case of men as opposed to women candidates. Finds that men's attack ads on women elicited greater emotional reaction than women's attacks on men. (SR)

Descriptors: Advertising, Audience Response, Higher Education, Political Campaigns, Political Candidates, Recall (Psychology), Sex Differences

Publication Type: Reports - Research; Journal Articles

Education Level: N/A

Audience: N/A

Language: English

Sponsor: N/A

Authoring Institution: N/A

Grant or Contract Numbers: N/A

Author Affiliations: N/A

Note: Special issue: "Communication and Social Influence."