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Abstract
Extant research on presidential debate viewing focuses primarily on the cognitive outcomes (e.g., knowledge gain) associated with this particular mediated communication event. This study expands effects-based research on political debate viewing by focusing on citizens' discrete emotional reactions to candidates (e.g., joy and anger). In addition, the influence of a 2004 Bush-Kerry presidential debate is analyzed in coordination with the consumption of Michael Moore's controversial film, Fahrenheit 9-11. A 2 (view Fahrenheit 9-11, did not view Fahrenheit 9-11) X 3 (low, medium, or high likelihood of elaboration) independent groups design was used for this study. The study finds evidence of both affect-as-transfer and passionate reasoning. In addition, there is clear support for goal oriented emotional reactions to candidates strongly predicting overall confidence in candidates' policy positions.
Notes
∗p < 0.05.
∗∗p < 0.01.
∗∗∗p < 0.001.
Previous debate use, a three-item additive measure of previous exposure (yes/no) to the first presidential debate, the second presidential debate, or the vice-presidential debate, was also initially included as a control variable in the study (M = 1.09, SD = 1.01). However, this variable proved to have no influence throughout the various analyses and was dropped from the study.