This research is a meta-analysis that examines the Elaboration Likelihood Model’s usefulness for explaining voting in three elections: the 2004 and 2008 presidential elections, and the 2006 Wisconsin gubernatorial election. It was hypothesized that under a condition of high involvement, the “central route” processing variables of Candidate Image predicts voting; under a condition of low involvement, the “peripheral route” processing variables of Political Orientation, Favorability, Political Party Preference and Candidate Credibility predict voting. Results provide moderate-to-strong support of ELM. Image and Favorability predicted voting under high involvement, while Favorability, Credibility, Image, and Political Party Preference predicted voting under low involvement. Results were used to describe two models for voting: one for voters who have high involvement, and one for voters with low involvement.
|Keywords:||Political Involvement, Elaboration Likelihood Model, Candidate Credibility, Candidate Image, Political Orientation, Political Party Preference|
Professor, Mass Communication, Department of Communication and Journalism, University of Wisconsin-Eau Claire, Eau Claire, Eau Claire, Wisconsin, USA
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