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Communication Research
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Involvement and Political Advertising Effect

An Exploratory Experiment

Michael L. Rothschild

Stanford University

Michael L. Ray

Stanford University

Data from a laboratory experiment which examines the relationship among awareness, attitude formation, and intent to behave over several levels of election races and several levels of advertising show that behavior is easily influencable by a high repetition level of innocuous advertising in the lower-level election; this phenomenon does not hold in the higher-level races. Furthermore, the authors find that this change in behavior is accomplished without an accompanying shift in attitude. Finally, it is found that the shift occurs equally among those subjects who were evaluated as having high involvement with the political process and those evaluated as having low involvement.

Communication Research, Vol. 1, No. 3, 264-285 (1974)
DOI: 10.1177/009365027400100302
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