Harnessing the Power of Gendered Emotions: How Minority Women Use Emotional Appeals in Their Campaign Messages

• In Event: Political Marketing

Brief Overview

This study combines campaign advertising data across multiple election years and a survey experiment to investigate how minority women use emotional appeals in their campaign messages and how these appeals affect voters’ evaluations of candidates.

Authors

• Martina Santia, Louisiana State University

• Nichole Bauer, Louisiana State University

• Sylvia Gonzalez, Louisiana State University