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.
Political Behavior – Springer Journals
Published: Feb 22, 2011
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