Persuasive mass communication is believed to be more likely to reinforce existing opinions than to change them. This study set out to test this hypothesis in the political area by doing the following: isolating attitudinal patterns in a sample of voters; determining if characteristics of the questionnaire statements were systematically related to…

Using stepwise multiple regression, voting behavior was predicted from semantic differential scale evaluations of the winning candidate in four voting situations: the 1972 Presidential race in Illinois and Missouri and the gubernatorial races in the two states. "Image" was defined in terms of the semantic differential scales, and "image voters"…

There is evidence of a growing trend toward ticket splitting, or independent voting patterns in all U.S. elections, especially in recent years. Independence of the electorate in 1972 was visible in the large Republican vote for President, during substantial voting for Democrats in Congress, and in gubernatorial elections. Analysis of mass media…