Abstract
Repeatedly encountering a stimulus biases the observer’s affective response and evaluation of the stimuli. Here we provide evidence for a causal link between mere exposure to fictitious news reports and subsequent voting behavior. In four pre-registered online experiments, participants browsed through newspaper webpages and were tacitly exposed to names of fictitious politicians. Exposure predicted voting behavior in a subsequent mock election, with a consistent preference for frequent over infrequent names, except when news items were decidedly negative. Follow-up analyses indicated that mere media presence fuels implicit personality theories regarding a candidate’s vigor in political contexts. News outlets should therefore be mindful to cover political candidates as evenly as possible.
Funder
Deutsche Forschungsgemeinschaft
Trier University and German Research Foundation
University of Würzburg and German Research Foundation
Publisher
Public Library of Science (PLoS)
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