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Communication Research
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The 1992 Presidential Campaign and Debates

A Cognitive View

RICHARD F. CARTER

KEITH R. STAMM

The 1992 presidential campaign, especially its presidential debates, produced cognitive, affective, and emotive effects which the Cognigraphics research method was able to distinguish. George Bush's campaign decline was dramatically etched in respondent cognitions. Bill Clinton survived early emotion and continuing affective disadvantage to win the election on what seemed clearly cognitive grounds—the country's need for a change by someone seen as capable of changing things. Ross Perot was strongly criticized for dropping out of the race, but his debate performance turned around his affective picture, even though respondents seemed unconvinced that he was capable of making the needed changes.

Communication Research, Vol. 21, No. 3, 380-395 (1994)
DOI: 10.1177/009365094021003008
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[Abstract] [PDF]