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. 2021 Nov;40(2):172-178.
doi: 10.1017/pls.2021.22.

Does music affect citizens' evaluations of candidates?

Emmanuel Heisbourg  1 , Fernando Feitosa  2
Affiliations

Does music affect citizens' evaluations of candidates?

Emmanuel Heisbourg et al. Politics Life Sci. 2021 Nov.

Abstract

While some candidates use music in some of their campaign ads to shape individuals' perceptions of their competence or compassion, for example, it is unclear whether the relationship between music and trait perceptions is empirically valid. Considering the importance of knowing where trait perceptions-which represent important determinants of the vote-come from and the extent to which it is possible to manipulate trait perceptions by means of music, this study investigates the effect of music on trait perceptions using data from an online survey experiment conducted between October 30 and November 12, 2020. In this experiment, 362 individuals were exposed to a random sequence of five campaign ads, either with their original music or with no music. Following each campaign ad, individuals were asked to evaluate the candidate's competency, honesty, leadership, and compassion. The analyses reveal that music marginally affects perceptions of competency, honesty, and leadership. Moreover, music exerts no significant effect on perceptions of compassion.

Keywords: Communication; Experiment; Music; Political Science.

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