Self-Referent Processing in Perceptions of Verbal and Visual Commercial Information

“…Additionally, it has been demonstrated that self-referencing is a potent encoding device (Rogers et al 1977) that enhances memory (Brown et al 1986). Thus, individuals who self-reference information are able to learn and recall information better than those who do not (Debevec and Romeo 1992).…”

Section: Self-referencingmentioning

confidence: 99%

“…This ''mirror stage'' of one's evolution has a lasting effect on psychological development because the relationship between the ideal-I and the infant is the foundation for future social relationships and self-image (Lacan 2001). Placing that in a political context, self-referencing serves as a mediator between individuals' perceptions and the visual and verbal stimuli (Debevec and Romeo 1992) to which they are exposed by candidates' marketing communications efforts, including advertising and public appearances. In other words, individuals selectively encode information based on their previous experience and knowledge, affecting what they notice, learn, remember, and infer (Markus 1977) and, consequently, their ensuing attitudes and intentions (Debevec and Romeo 1992).…”

Section: Self-referencingmentioning

confidence: 99%

“…Placing that in a political context, self-referencing serves as a mediator between individuals' perceptions and the visual and verbal stimuli (Debevec and Romeo 1992) to which they are exposed by candidates' marketing communications efforts, including advertising and public appearances. In other words, individuals selectively encode information based on their previous experience and knowledge, affecting what they notice, learn, remember, and infer (Markus 1977) and, consequently, their ensuing attitudes and intentions (Debevec and Romeo 1992). Additionally, it has been demonstrated that self-referencing is a potent encoding device (Rogers et al 1977) that enhances memory (Brown et al 1986).…”

Section: Self-referencingmentioning

confidence: 99%

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Self-Referencing and Political Candidate Brands: A Congruency Perspective

Guzmán

Paswan

Steenburg

2014

Journal of Political Marketing

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Although political and marketing analysts commonly describe political candidates as brands, the conceptualization of political candidates as brands within academic research and popular culture is uncommon. This paper presents empirical evidence in support of viewing candidates as such. Using data from a nationwide study that measures the self concept of Mexican voters and their perceived images of the presidential candidates in Mexico's 2006 election, the paper demonstrates that voters see themselves and each candidate as a distinct brand. Furthermore, this view of a voter's self-brand influences his or her perception of a political candidate's brand image. The academic and managerial implications of these findings are discussed. KEYWORDS brand image, self-referencing, political candidates, political brands During the last two decades, the cost of elections has escalated throughout the world. The total cost of the 2008 United States election has been estimated by the Center for Responsive Politics at $5.3 billion, $2.4 billion for the presidential race alone. The Electoral Commission-an independent party funding watchdog in the United Kingdom-has estimated a total expenditure of almost £1.5 billion for the 2010 general election. According to the Mexican Federal Electoral Institute, $1 billion was budgeted for Mexico's 2006 presidential election. Equally, the marketing of political candidates has become a multimillion dollar business in the past decade. According to CNN, 1 more than $580 million was spent on advertising by all political candidates and parties in the 2008 United States election. In comparison, according to TNS Media Intelligence, during the first quarter of 2010, the top five advertisers in the United States (Procter & Gamble, AT&T, General Motors, Verizon, and Pfizer) spent at least $400 million each to promote their products and services. Considering that these companies advertise multiple brands or services, the $310 million spent by then Democratic presidential nominee Barack Obama and $134 million spent by Republican counterpart John McCain are considerable advertising budgets from any perspective. The marketing budgets of political candidates thus make it seem that now more than ever ''political leadership. .. is driven not only by ideology but also by marketing'' (Newman 1994:6). With so much money involved and so much at stake-in terms of the influence exerted by the winning candidate on the future of the United States, and on the world in terms of economy and geopolitical positioning-trying to understand the market determinants of a presidential election in any country is now more than ever of great interest for politicians, political marketers, and marketing academicians. Furthermore, understanding voter behavior, such as how voters evaluate candidates and the voting shortcuts they take, has provided valuable insights for political marketing given the fact that voters, in general, do not share political commentators' and academics' fascination with politics (Harris and Lock 2010). This st...

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“…There is evidence to support these predictions. Debevec and Iyer (1988) and Debevec and Romeo (1992) found that when participants were exposed to messages to which they could relate, their attitudes toward advertised products were more positive than when the ads did not facilitate personal relatedness.…”

Section: Elaboration Likelihood Modelmentioning

confidence: 99%

The Effects of Self-Referencing on Mood and Information Processing

Mehler

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THE EFFECTS OF SELF-REFERENCING AND MOOD ON INFORMATION PROCESSING by Michael Mehler Research in the area of attitude change has demonstrated that people can process a persuasive message in a systematic or heuristic manner. It has been shown that positive mood increases heuristic processing, whereas negative mood increases systematic processing. In the current study, we were interested in examining one factor that may increase happy people's ability or desire to systematically process a persuasive message, self-referencing. Self-referencing occurs when information is processed by relating it to oneself or one's personal experience. After a happy, neutral, or sad mood was induced, participants were exposed to a message with either self-referencing or no self-referencing in the content. Participants' attitude change toward the message was then assessed. Results showed that happy participants systematically processed only when the message was self-referencing, supporting our predictions. Results suggested that self-referencing has a considerable influence on mood and information processing and can serve as a motivational factor that increases happy people's desire to systematically process a persuasive message. vi

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Self-Referent Processing in Perceptions of Verbal and Visual Commercial Information

Cited by 44 publications

References 20 publications

Reactions to FDA-Proposed Graphic Warning Labels Affixed to U.S. Smokers’ Cigarette Packs

Reactions to FDA-Proposed Graphic Warning Labels Affixed to U.S. Smokers’ Cigarette Packs

Self-Referencing and Political Candidate Brands: A Congruency Perspective

The Effects of Self-Referencing on Mood and Information Processing

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