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Darren Dahl (Editor in Chief)Eileen FischerGita JoharVicki Morwitz

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It's Time to Vote: The Effect of Matching Message Orientation and Temporal Frame on Political Persuasion

Hakkyun Kim, Akshay R. Rao, Angela Y. Lee
DOI: http://dx.doi.org/10.1086/593700 877-889 First published online: 1 April 2009


What political candidates say during their campaign and when they say it are critical to their success. In three experiments, we show that abstract, “why”-laden appeals are more persuasive than concrete, “how”-laden appeals when voters' decision is temporally distant; the reverse is true when the decision is imminent, and these results are strongest among those who are politically uninformed. These effects seem to be driven by a match between temporal distance and the abstractness of the message that leads to perceptions of fluency, and the ensuing “feels right” experience yields enhanced evaluations of the focal stimulus.

  • Affect/Emotions/Mood
  • Attitudes
  • Persuasion
  • Time
  • Experimental Design and Analysis (ANOVA)
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