Positive–Negative Asymmetry in the Evaluations of Political Candidates. The Role of Features of Similarity and Affect in Voter Behavior

Frontiers in Psychology

Andrzej Falkowski¹ 

关键词: features of similarity;    framing;    reference point;    negativity effect;    similarity judgments;   

DOI  :  10.3389/fpsyg.2018.00213

学科分类：心理学（综合）

来源: Frontiers

【 摘 要 】

In this study we followed the extension of Tversky’s research about features of similarity with its application to open sets. Unlike the original closed-set model in which a feature was shifted between a common and a distinctive set, we investigated how addition of new features and deletion of existing features affected similarity judgments. The model was tested empirically in a political context and we analyzed how positive and negative changes in a candidate’s profile affect the similarity of the politician to his or her ideal and opposite counterpart. The results showed a positive–negative asymmetry in comparison judgments where enhancing negative features (distinctive for an ideal political candidate) had a greater effect on judgments than operations on positive (common) features. However, the effect was not observed for comparisons to a bad politician. Further analyses showed that in the case of a negative reference point, the relationship between similarity judgments and voting intention was mediated by the affective evaluation of the candidate.

【 授权许可】

CC BY