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Political Behavior

, Volume 34, Issue 2, pp 345–368 | Cite as

On-line and Memory-based: Revisiting the Relationship Between Candidate Evaluation Processing Models

  • Young Mie Kim
  • Kelly Garrett
Original Paper

Abstract

Reexamining the relationship between the on-line and memory-based information processing models, this study presents a theoretical basis for the co-occurrence of on-line and memory-based processes and proposes a hybrid model. The study empirically tests the hybrid model by employing real-time tracking of participants’ reactions to two candidates in a US presidential primary election debate. The findings confirm an independent, but complementary relationship between on-line and memory-based information processing in an individual’s candidate evaluation and vote choice. The co-occurrence of the two modes applies to an individual’s comparison of candidates as well. The implications of the hybrid model for the functioning of democracy are discussed.

Keywords

Hybrid model On-line information processing Memory-based information processing Candidate evaluation Vote choice Presidential election debate 

Notes

Acknowledgment

We would like to thank Prabu David for his support for data collection.

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Copyright information

© Springer Science+Business Media, LLC 2011

Authors and Affiliations

  1. 1.University of Wisconsin-MadisonMadisonUSA
  2. 2.Ohio State UniversityColumbusUSA

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