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Abstract

Survey data are applied to test the assertion that audience motivation for attending to political advertising influences the processing and effects of the advertising. The survey study attempts to supplement evidence supporting the assertion obtained using experimental methods. The study assesses the influence of two audience motivations—to learn candidates' stands on issues (issue) and to learn the personal qualities of the candidates (image)—on issue knowledge gain, recall of image information from political commercials, and recall of information from the video portion of political commercials. The mediating influence of intense processing of the commercials is also explored.

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References

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AUDIENCE MOTIVATION EFFECTS

Abstract

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