Television and Political Advertising: Psychological Processes - Vol. 1

By Frank Biocca | Go to book overview
leadership ability, intelligence, communication skills, and strong ethical values. Which of these would you consider to be the most important quality for a president to have?
Economy-salience index:

1-4. On a scale of 1 to 7, with I being "not at all successful" and 7 being "very successful," how successful do you feel Michael Dukakis/ George Bush (depending on respondents' professed choice for president) would be as president in the area of: strengthening our national economy, creating new jobs, balancing the federal budget, and reducing the national debt?

Dukakis-knowledge index:
1. What is Mike Dukakis' wife's first name?
2. Who is Mike Dukakis' runningmate?
3. Mike Dukakis is a veteran of which war?"
Bush-knowledge index:
1. Who is George Bush's runningmate?
2. George Bush is a legal resident of which state?
3. George Bush is a veteran of which war?
Leadership-knowledge index:
1. Is Mike Dukakis for or against legalized abortion?
2. Mike Dukakis has recently drawn criticism for his role in the Massachusetts prison parole system. Why is this?
3. Before becoming vice president, George Bush was director of what major government agency?
4. Is George Bush for or against legalized abortion?
Economy knowledge item:

1. Can the president veto specific items of the federal budget prepared by Congress or must he approve/veto the budget in its entirety?


Control Measures
Media-exposure index
1. How many days in the last 7 did you read a newspaper?
2. How often do you read the following kinds of stories? Tell me whether you read them never, rarely, sometimes, frequently, or almost always: national government and politics?
3. 3. When you read the following kinds of stories how much attention do you pay to them? Would you say you pay them no attention, little

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