@article{2018:wirz:does_consi,
title = {Does consistency matter? Perception and persuasiveness of value appeals in populist communication},
year = {2018},
note = {Although research has shown that political actors benefit from
appealing to values that resonate with their audience’s preferences,
it remains an open question to what extent this can be exploited. How
do individuals react to value appeals that are inconsistent with the
communicator’s value reputation? This paper examines this question
in the context of right-wing populist parties, who are strongly
associated with conservation values. In two experiments, the effects
of consistent and inconsistent value appeals on perception (study 1)
and persuasion (study 2) are investigated. It is expected that
consistent values will be perceived stronger than inconsistent values,
but that both kind of appeals can be persuasive when they match with
the audience’s value orientation. The results confirm these
expectations and show that especially individuals with lower formal
education can be persuaded to support right-wing populist claims when
these are promoted with inconsistent but matching value appeals.},
journal = {SCM Studies in Communication and Media},
pages = {59--88},
author = {Wirz, Dominique S.},
volume = {7},
number = {1}
}