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The Effects of Televised Political Advertisements on Voter Perceptions about Candidates.
Baskin, Otis Wayne – 1975
This study investigated whether candidate images could be designated as primarily either stimulus- or perceiver-determined and if a multiple regression model could be constructed to predict candidate image ratings from pre-stimulus perceptions of the candidate's party and post-stimulus ratings of the advertisement. One hundred twenty subjects were…
Descriptors: Advertising, Behavioral Science Research, College Students, Commercial Television