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On-line and Memory-based: Revisiting the Relationship Between Candidate Evaluation Processing Models
<span title="2011-02-22">2011</span>
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<a target="_blank" rel="noopener" href="https://fatcat.wiki/container/dox76aqnkfanjocfd6h3bph72u" style="color: black;">Political Behavior</a>
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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
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... mation 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 Á On-line information processing Á Memory-based information processing Á Candidate evaluation Á Vote choice Á Presidential election debate Scholarly perspectives on information processing are diverse, but two contrasting models are most prominent in political psychology: the memory-based and on-line processing models. The memory-based model asserts that individuals form their opinions at the time of judgment, retrieving relevant information from longterm memory (Kelley and Mirer 1974; Zaller 1992; Zaller and Feldman 1992) .
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