When My Favorite Candidate Opposes My Favorite Position on an Issue: The Effect of Incongruent Messages on Attitude Change Toward the Issue and Toward the Source.

The present study analyzes the effect of persuasive communication both on attitudes toward the issue and attitudes toward the source, particularly in political communication context. Based on the cognitive dissonance theory and motivated information processing, it is expected that when responding to incongruent messages, voters with strong party identification show less attitude change toward the candidates but greater attitude change toward the issue than voters with weak party identification (H1); the stronger initial issue position, the less attitude change toward the issue, but the greater attitude change toward the candidates (H2); voters with strong party identification and strong initial issue position will show a greater variation for both attitudes toward the candidates and toward the issue (H4). To test hypotheses, incongruent information about gun control (Study 1) and abortion (Study 2) is presented based on party identification and initial issue position. Attitudes toward the candidates and attitude toward the issue are measured after message exposure. Data collection will be completed by November 6, 2007. ..PAT.-Unpublished Manuscript [ABSTRACT FROM AUTHOR]