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首页> 外文期刊>Journal of Political Marketing >Political Marketing: Structural Models of Advertising Influence and Voter Behavior
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Political Marketing: Structural Models of Advertising Influence and Voter Behavior

机译：政治营销：广告影响力和选民行为的结构模型

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摘要

Research on the influence of political advertising, the role of media, and the roles of affect and the cognitive organization of political reality in controlling voter behavior often overlooks a fundamental regularity in human behavior. Humans perceive political events in causal relationships. The image of a politician is related to people's feelings toward him or her, and the two influence each other during the political advertising experience. The resulting mutual causal relationship determines a voter's choice behavior, the perception of the function of the media in political campaigns, and the affect toward a politician's voting record. Such a causal analysis allows a test of two approaches by which voters organize political reality: the realist and constructivist. It also can be used for more detailed cross-cultural comparisons. This study analyzes these issues based on the sequential model of the influence of advertising on voting behaviors and the structural model of voter's choice behavior in Poland and the United States.View full textDownload full textKEYWORDSconstructivist approach, Polish voting behavior, realist approach, sequential model of advertising influence on voting behavior, structural model of voting behavior, U.S. voting behaviorRelated var addthis_config = { ui_cobrand: "Taylor & Francis Online", services_compact: "citeulike,netvibes,twitter,technorati,delicious,linkedin,facebook,stumbleupon,digg,google,more", pubid: "ra-4dff56cd6bb1830b" }; Add to shortlist Link Permalink http://dx.doi.org/10.1080/15377857.2012.642705
机译：关于政治广告的影响，媒体的作用以及政治现实在控制选民行为中的影响和认知组织的作用的研究通常忽略了人类行为的基本规律。人类感知因果关系中的政治事件。政治人物的形象与人们对他或她的感受有关，在政治广告体验中，两者相互影响。由此产生的相互因果关系决定了选民的选择行为，对政治活动中媒体功能的认识以及对政客投票记录的影响。这种因果关系分析可以检验选民组织政治现实的两种方法：现实主义者和建构主义者。它还可以用于更详细的跨文化比较。本研究基于广告对投票行为的影响的顺序模型以及波兰和美国的选民选择行为的结构模型来分析这些问题。查看全文下载全文关键词构造主义方法，波兰投票行为，现实主义方法，顺序模型广告对投票行为的影响，投票行为的结构模型，美国投票行为相关var addthis_config = {ui_cobrand：“泰勒和弗朗西斯在线”，servicescompact：“ citeulike，netvibes，twitter，technorati，delicious，linkedin，facebook，stumbleupon，digg，google ，more“，pubid：” ra-4dff56cd6bb1830b“};添加到候选列表链接永久链接http://dx.doi.org/10.1080/15377857.2012.642705

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