How Language Can Influence Political Marketing Strategy and a Candidate's Image: Effect of Presidential Candidates' Language Intensity and Experience on College Students' Ratings of Source Credibility

被引：13

作者：

Clementson, David E. ^{[1
]}

Pascual-Ferra, Paola ^{[2
]}

Beatty, Michael J. ^{[3
]}

机构：

[1] Ohio State Univ, Sch Commun, Derby Hall 3075,154 N Oval Mall, Columbus, OH 43210 USA

[2] Loyola Univ Maryland, Dept Commun, Baltimore, MD USA

[3] Univ Miami, Sch Commun, Miami, FL USA

来源：

JOURNAL OF POLITICAL MARKETING | 2016年 / 15卷 / 04期

关键词：

language intensity; political marketing; presidential candidate; source credibility;

D O I：

10.1080/15377857.2014.959689

中图分类号：

D0 [政治学、政治理论];

学科分类号：

0302 ; 030201 ;

摘要：

The present study examines the effects of language intensity on presidential candidates' credibility. We manipulated language intensity levels and experience levels for hypothetical candidates for president of the United States. Manipulation checks confirmed the effectiveness of the experimental conditions. The dimensions of source credibility, character, and authoritativeness were confirmed using confirmatory factor analysis. Analysis of variance indicated that candidates using low-intensity language received higher scores on character than did candidates using highintensity language. Experienced candidates received higher scores on authoritativeness than did inexperienced candidates. Implications for political marketing of candidates are discussed.

引用

页码：388 / 415

页数：28

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