TY - JOUR
T1 - How Language Can Influence Political Marketing Strategy and a Candidate's Image
T2 - Effect of Presidential Candidates' Language Intensity and Experience on College Students' Ratings of Source Credibility
AU - Clementson, David E.
AU - Pascual-Ferrá, Paola
AU - Beatty, Michael J.
N1 - Publisher Copyright:
© 2016, Copyright © Taylor & Francis Group, LLC.
PY - 2016/10/1
Y1 - 2016/10/1
N2 - The present study examines the effects of language intensity on presidential candidates' credibility. We manipulated language intensity levels and experience levels for hypothetical candidates for president of the United States. Manipulation checks confirmed the effectiveness of the experimental conditions. The dimensions of source credibility, character, and authoritativeness were confirmed using confirmatory factor analysis. Analysis of variance indicated that candidates using low-intensity language received higher scores on character than did candidates using high-intensity language. Experienced candidates received higher scores on authoritativeness than did inexperienced candidates. Implications for political marketing of candidates are discussed.
AB - The present study examines the effects of language intensity on presidential candidates' credibility. We manipulated language intensity levels and experience levels for hypothetical candidates for president of the United States. Manipulation checks confirmed the effectiveness of the experimental conditions. The dimensions of source credibility, character, and authoritativeness were confirmed using confirmatory factor analysis. Analysis of variance indicated that candidates using low-intensity language received higher scores on character than did candidates using high-intensity language. Experienced candidates received higher scores on authoritativeness than did inexperienced candidates. Implications for political marketing of candidates are discussed.
KW - language intensity
KW - political marketing
KW - presidential candidate
KW - source credibility
UR - http://www.scopus.com/inward/record.url?scp=84930363319&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84930363319&partnerID=8YFLogxK
U2 - 10.1080/15377857.2014.959689
DO - 10.1080/15377857.2014.959689
M3 - Article
AN - SCOPUS:84930363319
VL - 15
SP - 388
EP - 415
JO - Journal of Political Marketing
JF - Journal of Political Marketing
SN - 1537-7857
IS - 4
ER -