隨著選舉常態化和大量新興政黨萌發，政黨及候選人之間的競爭愈加激烈。臺灣選舉長期皆由國民黨與民進黨所把持，小黨要在競選中獲勝仍屬艱難，如何設計競選廣告讓小黨得以脫穎而出則是關鍵。本研究旨測試小黨競選廣告中各種情緒訴求，在接觸到政黨偏好殊異的選民時，對於政黨態度、投票意願的影響。
本研究以小黨競選廣告為主題，選取競選廣告中常見的6種離散情緒（熱情vs.自豪vs.憤怒vs.希望vs.焦慮vs.恐懼），同時援引期望違背理論解釋選民政黨偏好與廣告政黨一致性情境（一致vs.不一致vs.無政黨偏好）的干擾機制，藉由情緒智能理論(Affective Intelligence Theory)視角剖析選民反應。另外，亦擷取情緒維度論中的效價維度（正面vs.負面），在情緒智能理論的解釋效力下，找尋最適合小黨的情緒訴求。
實驗結果發現：1. 政黨偏好一致情境下使用正向情緒（熱情、自豪、希望）相較於負向情緒（憤怒、焦慮、恐懼）製作廣告有更佳的政黨態度與投票意願。2. 政黨偏好不一致情境下使用監控系統情緒（希望、焦慮、恐懼）相較於性格系統（熱情、自豪、憤怒）製作廣告有更佳效果，且監控系統中的希望、焦慮相較恐懼效果更佳。3. 對中間選民來說，使用監控系統情緒中的希望、恐懼，相較於性格系統（熱情、自豪、憤怒）製作廣告有更佳效果，值得注意的是，監控系統中的焦慮效果未能贏過性格系統中的熱情、自豪。
本研究有助釐清小黨廣告情緒訴求對選民的影響，同時細緻區分六種情緒，彌補情緒智能理論中情緒混淆的缺口，替小黨、競選廣告、情緒研究領域提供嶄新貢獻，亦為業界中之競選小黨、廣告業者提供具有學術意涵的參考數據。

With the normalization of elections and the emergence of a large number of new political parties, the competition of parties and candidates has become fiercer. Taiwan’s Election has long been dominated by the Kuomintang (KMT) and the Democratic Progressive Party (DPP). It is still difficult for minor parties to win the election. How to design political ads to make minor parties stand out is critical. This study tests the influence of emotional appeals by a minor party on attitudes toward the advertised party and voting intentions of voters with different party preferences.
This study uses the affective intelligence theory to predict the effects of six discrete emotions (enthusiasm vs. pride vs. anger vs. hope vs. anxiety vs. fear). In addition, based on the expectancy violations theory, the moderation effect of consistency between an ad-recommended party and voters’ party preferences (consistency vs. inconsistency vs. no party preference) is explored.
Furthermore, it also extracts the valence dimension (positive vs. negative) from the emotional dimension theory to further distinguish the six discrete emotions and find the most suitable emotional appeal of the minor parties.
Experimental results reveal the following. For party-consistency voters, appealing to positive emotions (enthusiasm, pride, hope) in political ads, compared to negative emotions (anger, anxiety, fear), generates better party attitudes and voting intentions. For party-inconsistency voters, appealing to surveillance system’s emotions (hope, anxiety, fear), compared to disposition system’s emotions (enthusiasm, pride, anger), leads to better party attitudes and voting intentions. The hope and anxiety emotions are more effective than fear. For independent voters, appealing to hope and fear in the surveillance system results in better effects than appealing to the disposition system’s emotions (enthusiasm, pride, anger). Noteworthily, the effect of anxiety in the surveillance system is not better than the effects of enthusiasm and pride in the disposition system.
This paper contributes to the literature by clarifying the effects of emotional appeals in minor party advertising on voters. It also carefully distinguishes the six emotions, filling the gap of the confusion of emotion classification in the affect intelligence theory. It provides insights for minor parties, political advertising and emotional research. The findings also provide valuable suggestion to parties and advertising industry.

目錄
論文審定書 i
致謝 ii
摘要 iii
Abstract iv
目錄 vi
圖次 xi
表次 xii
第壹章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究問題 10
第四節 研究目的 10
第五節 研究範圍 11
第貳章 文獻回顧 12
第一節 小黨 12
第二節 情緒訴求 15
一、 情緒的定義與分類 15
二、 競選廣告中的情緒訴求 16
第三節 情緒維度 18
一、 情緒維度的定義與運作原理 18
二、 情緒維度的相關研究 20
三、 小結 22
第四節 情緒智能理論 22
一、 情緒智能的定義與運作原理 22
二、 情緒智能理論的後續研究 23
三、 小結 25
第五節 離散情緒 26
一、 離散情緒的類型與研究 26
二、 離散情緒在情緒智能理論的分類 34
三、 離散情緒在情緒維度論的分類 36
第六節 政黨偏好一致性 38
一、 政黨偏好一致性的定義 38
二、 中間選民 39
三、 期望違背理論 41
四、 小結 43
第參章 研究架構與假說推論 43
第一節 研究架構 43
第二節 研究假說 44
一、 政黨偏好一致性對競選廣告情緒訴求效果之干擾 44
二、 情緒愉悅程度對競選廣告情緒訴求效果之影響 46
三、 競選廣告情緒訴求對中間選民之影響 48
第肆章 研究方法 50
第一節 實驗情境 50
第二節 樣本與實驗設計 52
第三節 實驗刺激與前測 53
一、 廣告情緒之操作性定義 54
二、 操作性檢驗變數 62
三、 前測結果 63
第四節 正式實驗程序與變數衡量 69
一、 應變數 69
二、 操作性檢驗變數 70
三、 控制變數 71
第伍章 實驗結果 73
第一節 研究樣本組成 73
第二節 各變數平均數、標準差及量表信度分析 76
第三節 操作性檢驗 77
一、 廣告類別 77
二、 廣告情緒愉悅與激發程度 81
第四節 控制變數之檢定 83
第五節 假說驗證 85
一、 政黨偏好一致性對情緒系統訴求效果的干擾 85
二、 政黨偏好一致性對各別情緒訴求效果的干擾 89
三、 補充分析：其他發現 96
四、 討論 100
第陸章 結論與建議 107
第一節 研究發現 107
一、 政黨偏好一致下，「正向情緒」廣告有更佳的效果 107
二、 政黨偏好不一致下，「監控系統」情緒廣告有更佳的效果 108
三、 對中間選民採用「監控系統」情緒廣告有更佳的效果 108
四、 監控系統負面情緒對政黨偏好不一致和中間選民效果有異 109
五、 監控系統情緒下效價對中間選民的效果有異 109
六、 理性、希望訴求廣告在政黨偏好各情境皆有絕佳效果 110
七、 證實熱情vs.希望、焦慮vs.恐懼情緒廣告效果有別 111
第二節 理論貢獻 111
一、 擴充小黨政治傳播的研究，以新觀點操作政黨偏好一致性 111
二、 增進競選廣告/政治傳播研究領域對情緒訴求內涵的瞭解 112
三、 延伸過往理性和感性廣告之間的比較成果 113
四、 確認情緒智能理論對焦慮與恐懼情緒的分類須重新釐清 113
五、 確認情緒智能理論須重新分類熱情、自豪、希望情緒 114
六、 提供情緒智能理論和情緒維度論在研究上的合作契機 114
七、 拓展期望違背理論的適用範圍 115
八、 提供嶄新的情緒測量方式 116
第三節 實務意涵 116
一、 強調競選廣告情緒的影響，宜針對不同政黨支持者設計 116
二、 廣告激起中間選民的支持並非不可能 117
三、 情緒在競選過程中可扮演的多重角色 118
四、 提醒選民審慎解讀競選廣告 118
五、 公部門之媒體識讀培育可著重於訊息的情緒效果 119
第四節 研究限制 119
一、 本研究受測者接收之競選廣告為單一廣告 119
二、 樣本來源、年齡、教育程度不夠多元 120
三、 樣本中各政黨構成比率差距不小 120
四、 實驗受到現實情境影響 121
五、 對於更小型政黨的效果仍未知 121
六、 中間選民的判斷仍有更細緻的分類可能 122
七、 自豪與熱情的差異仍有待檢驗 122
第五節 未來研究方向 123
一、 加入時間因素探討選戰前後時程與情緒訴求的影響 123
二、 加入政黨支持度高低對情緒訴求的影響 123
三、 加入廣告代言人形象、魅力對情緒訴求的影響 123
四、 將廣告訴求主題納入考量 124
參考文獻 125
一、 中文文獻 125
二、 英文文獻 129
附錄 150
【各版本廣告】 150
附錄一：前測問卷 150
附錄二：正式問卷 156

一、 中文文獻
中選會（2016）。選舉資料庫網站。取自：https://db.cec.gov.tw/histMain.jsp?voteSel=20160101A2
中選會（2020）。選舉資料庫網站。取自：https://db.cec.gov.tw/histMain.jsp?voteSel=20200101A2
中央社媒體實驗室（2019年11月07日）。小黨怎麼了？解析各黨支持度變化。中央社。取自：https://www.cna.com.tw/project/20191107-election/part2.html
王中天（2010）。獨立選民的類型及其投票行為：台灣2008年總統選舉的觀察。選舉研究， 17(2)，35-69。
王貝林（2004年10月31日）。泛綠配票 敲定台南市。自由時報。取自：http://old.ltn.com.tw/2004/new/oct/31/today-p14.htm
王揚宇（2020年11月03日）。高鈺婷上任不到3個月辭時力黨主席 稱改革已上軌道。中央社。取自：https://www.cna.com.tw/news/firstnews/202011035009.aspx
王榮祥（2019年11月12日）。羅文嘉稱投小黨「沒過5％都是浪費」 阿扁：嫌票太多嗎？。自由時報。取自：https://news.ltn.com.tw/news/politics/breakingnews/2975685
牛銘實（2019）。2019兩岸關係和國家安全民意調查。台北，美國杜克大學亞太安全研究中心委託政治大學選舉研究中心執行。
自由時報（2019年12月27日）。時代力量挺小英？徐永明：已多次表態蔡總統會連任。自由時報。取自：https://news.ltn.com.tw/news/politics/breakingnews/3022329
自由時報（2020，1月8日）。兩個世界！蔡英文競選廣告重剪新版本 紐時記者也驚嘆。自由時報。取自：https://news.ltn.com.tw/news/politics/breakingnews/3033152
何宏儒（2020年1月11日）。半島電視台：香港反送中牽動台灣總統選舉。中央社。取自：https://www.cna.com.tw/news/aipl/202001110013.aspx
吳瑛珠（2016）。政黨參與不分區選舉之限制：德國與臺灣法制之對照省思。法令月刊，67(11)，80-102.
呂晏慈（2019年8月13日）。【內幕】路線之爭爆裂痕！洪慈庸提支持小英等3建議 未被採納毅然閃退。蘋果日報。取自：https://tw.appledaily.com/politics/20190813/AH6B25CZXJAVDZDAFA5PMLXIVM/
周彥妤（2020年8月27日）【時力風暴】第三大黨風光不再！全盛期擁5立委16議員 今僅剩14席民代。蘋果日報。取自：https://tw.appledaily.com/politics/20200827/PD52RKPIK5BL7FI5BOIONQ72CY/
周軒逸、李瑞清、吳秀玲（2018）。贏在關鍵時刻—競選廣告訴求內容與發佈時點分析。臺灣民主季刊，15(4)，1-56。
林怡廷（2015年08月24日）。超越藍綠？台灣社運型政黨前進立法院。端傳媒。
林珮霖（2017）。第九屆立法委員選舉民進黨艱困選區提名策略之研究（未出版之碩士論文）。國立臺灣大學，臺北市。
林揚軼、蔣金（2016年01月15日）。飆風小黨，民進黨的盟友和噩夢。端傳媒。取自：https://theinitium.com/article/20160115-taiwan-election-countdown-third-force/
林朝億（2018年11月25日）。韓流狂掃》國民黨大贏15縣市 地方將包圍中央。新頭殼newtalk。取自：https://newtalk.tw/news/view/2018-11-25/170907
林瑋豐（2019年7月31日）。綠黨民調：私菸案反傷時代力量，民調大跌6.5個百分點。風傳媒。取自：https://www.storm.mg/article/1543168
林繼文（2008）。以輸為贏：小黨在日本單一選區兩票制下的參選策略。選舉研究， 15(2)，37-66。
柯皓翔、許家瑜（2020年1月8日）。選舉語言的祕密：解析韓國瑜、蔡英文圈粉術。報導者。取自：https://www.twreporter.org/a/2020-election-politician-art-of-speech
胡幼偉、林政谷、林佩霓（2007）。台灣中間選民的社會背景、心理特質與傳播行為之分析。選舉評論，2，39-56。
徐火炎（1995）。選民的政治認知與投票行爲。人文及社會科學集刊，7(1)，247-288。
徐維遠（2012）。相對多數決制下為何小黨能生存?-英國與日本的比較分析（未出版之碩士論文）。國立臺灣大學，臺北市。
張卿卿（2000）。美國政治競選廣告效果研究的回顧。廣告學研究，14，1-29。
國家發展委員會（2020）。人口推估查詢系統。取自：https://pop-proj.ndc.gov.tw/pyramid.aspx?uid=64&pid=60
盛治仁（2006）。單一選區兩票制對未來臺灣政黨政治發展之可能影響探討。臺灣民主季刊，3(2)，63-85。
莊伯仲（2006）。競選廣告：1996-2004 年台灣與美國總統大選之分析。東吳政治學報，24，213-243。
莫莉、黄合水（2012）。台灣兩大政黨競選廣告策略比較分析，台湾研究集刊，4，50-59。
陶本和、蔣婕妤（2020年1月10日）。LIVE／蔡英文凱道之夜拚主場優勢 十大亮點嗨翻萬人力尬韓國瑜。ETtoday新聞雲。取自：https://www.ettoday.net/news/20200110/1622246.htm
陶振超（2010）。情緒在傳播過程與效果中扮演的角色---喚起與價性對記憶的影響。行政院國家科學委員會補助專題研究計畫（編號：NSC 98-2628-H-009-001-MY2，未出版。
曾建元、邱毓興（2013）。臺灣第七次修憲立法委員選舉制度改革的論爭。中華行政學報，13，123-136。
曾培育、郭俊麟（2015）。競選廣告中候選人圖像之傳達設計研究—以台灣地方議員選舉文宣為例。商業設計學報，19，61-80。
雷飛龍（譯）(2000)。政黨與政黨制度（原作者：Sartori, G.）。台北：韋伯文化事業出版社。（原著出版年：1976）
溫貴香（2020年1月11日）。顧主權拚經濟 小英擄獲年輕人中間選民。中央社。取自：https://www.cna.com.tw/news/aipl/202001110274.aspx
劉正山、朱淑華（2012）。不中間的中間選民：以質性方法初探有政黨傾向選民隱藏政黨傾向的原因。《東吳政治學報》，30(4)，177-228。
劉正山、蔡艾真（2016）。中間選民的迷思與隱性選民之政黨傾向初探。台灣政治學刊，20(2)，65-123。
劉志聰（2018年11月24日）。【專欄】6大因素發酵 高雄變天——2018選戰觀察（1）。民報。取自：https://www.peoplenews.tw/news/9d0fead1-a0f3-4eac-ad44-a0859309dc10
劉宜芬（2012）。廣告對產品線外溢效果之影響：廣告策略，品牌聯想與屬性呈現之角色。管理學報， 29(6)，539-557。
蔡立勳（2019年7月29日）。私菸案重擊蔡英文選情、引爆大小綠分家？時力邱顯智這樣說。天下雜誌。
蔡韻竹（2009）。國會小黨的行動策略與運作（未出版之碩士論文）。國立政治大學，臺北市。
鄭自隆（1995）。競選廣告：理論，策略，硏究案例。新北市：正中書局。
鄭夙芬（2014）。候選人因素與投票抉擇-以2012年臺灣總統選舉為例。臺灣民主季刊，11(1)，103-151.
蕭怡靖（2009）。【台灣選舉與民主化調查】之政黨認同測量的探討。選舉研究，16(1)，67-93.
蕭怡靖、黃紀（2010）。單一選區兩票制下的一致與分裂投票—2008年立法委員選舉的探討。臺灣民主季刊，7(3)，1-43。
蘋果日報（2019年1月3日）。吳澧培、彭明敏、李遠哲、高俊明發公開信 籲蔡英文「交出行政權、勿選2020」。蘋果日報。取自：https://tw.appledaily.com/politics/20190103/CL4P45LE4BUD3WNLV2ZXXZKVWA/
鐘逸群（2019）。小黨候選人的競選策略：以臺灣的社會民主黨為例（未出版之碩士論文）。淡江大學，新北市。

二、 英文文獻
Albertson, B., & Gadarian, S. K. (2015). Anxious politics: Democratic citizenship in a threatening world. New York, NY: Cambridge University Press.
Allison, B., & Niquette, M. (2020, February 25). Bloomberg tops half a billion dollars in campaign advertising. Bloomberg. Retrieved from https://www.bloomberg.com/news/articles/2020-02-24/bloomberg-tops-half-a-billion-dollars-in-campaign-advertising
Ansolabehere, S., Iyengar, S., Simon, A., & Valentino, N. (1994). Does attack advertising demobilize the electorate? American Political Science Review, 88(4), 829-838.
Averill, J. R., Catlin, G., & Chon, K. K. (1990). Rules of hope. New York, NY: Springer-Verlag.
Banda, K. K., Carsey, T. M., & Coggins, K. E. (2013). Negative advertising, external political efficacy, and vote choice in US senate elections. Advance online publication. Retrieved from http://kevinbanda.weebly.com/uploads/2/1/6/4/21649732/negativity_efficacy_and_vote_choice_v3.pdf
Barrett, L. F. (1998). Discrete emotions or dimensions? The role of valence focus and arousal focus. Cognition & Emotion, 12(4), 579-599.
Basil, M., Schooler, C., & Reeves, B. (1991). Positive and negative political advertising: Effectiveness of ads and perceptions of candidates. In F. Biocca (Ed.), Television and political advertising, Vol. 1. Psychological processes (pp. 245-262). Hillsdale, NJ: Lawrence Erlbaum Associates, Inc.
Basinger, S. J., & Lavine, H. (2005). Ambivalence, information, and electoral choice. American Political Science Review, 99(2), 169-184.
Blanchette, I., & Richards, A. (2010). The influence of affect on higher level cognition: A review of research on interpretation, judgement, decision making and reasoning. Cognition & Emotion, 24(4), 561-595.
Bob-Milliar, G. M. (2019). ‘We run for the crumbs and not for office’: The Nkrumahist minor parties and party patronage in Ghana. Commonwealth & Comparative Politics, 57(4), 445-465.
Bolls, P. D. (2017). Measurement of affect/emotion. In J. Matthes, C. Davis, & R. F. Potter (Eds.), The international encyclopedia of communication research methods (pp. 1-18). Hoboken, NJ: Wiley/International Communication Association.
Borah, P., Fowler, E., & Ridout, T. N. (2018). Television vs. YouTube: political advertising in the 2012 presidential election. Journal of Information Technology & Politics, 15(3), 230-244.
Borisyuk, G., Rallings, C., Thrasher, M., & van der Kolk, H. (2007). Voter support for minor parties: Assessing the social and political context of voting at the 2004 European elections in greater London. Party Politics, 13(6), 669-693.
Brader, T. (2005). Striking a responsive chord: How political ads motivate and persuade voters by appealing to emotions. American Journal of Political Science, 49(2), 388-405.
Brader, T. (2006). Campaigning for hearts and minds: How emotional appeals in political ads work. Chicago, IL: University of Chicago Press.
Brader, T., Groenendyk, E. W., & Valentino, N. A. (2010, March). Fight or flight? When political threats arouse public anger and fear. Paper presented at the Midwest Political Science Association Annual Meeting, 2011, Chicago, IL.
Brader, T, Marcus, G (2013) Emotion and political psychology. In L. Huddy, D. O. Sears, & J. S. Levy (Eds.), The oxford handbook of political psychology (pp. 165-204). Oxford, United Kingdom: Oxford University Press.
Brader, T, Valentino, NA (2007) Identities, interests, and emotions: Symbolic versus material wellsprings of fear, anger, and enthusiasm. In W. R. Neuman, G. E. Marcus, & A. N. Crigler (Eds.), The affect effect: Dynamics of emotion in political thinking and behavior (pp. 180-201). Chicago, IL: University of Chicago Press.
Brader, T., Valentino, N. A., & Suhay, E. (2008). What triggers public opposition to immigration? Anxiety, group cues, and immigration threat. American Journal of Political Science, 52(4), 959-978.
Burgoon, J. K. (1993). Interpersonal expectations, expectancy violations, and emotional communication. Journal of Language and Social Psychology, 12(1-2), 30-48.
Burgoon, J. K., & Hale, J. L. (1988). Nonverbal expectancy violations: Model elaboration and application to immediacy behaviors. Communications Monographs, 55(1), 58-79.
Campbell, A., Converse, P. E., Miller, W. E., & Stokes, D. E. (1980). The american voter. Chicago, IL: University of Chicago Press.
Cassese, E. C., & Holman, M. R. (2018). Party and gender stereotypes in campaign attacks. Political Behavior, 40(3), 785-807.
Castells, M. (2013). Communication power. Oxford, United Kingdom: Oxford University Press.
Chang, C. (2001). The impacts of emotion elicited by print political advertising on candidate evaluation. Media Psychology, 3(2), 91-118.
Chang, C. (2003). Party bias in political-advertising processing--Results from an experiment involving the 1998 Taipei mayoral election. Journal of Advertising, 32(2), 55-67.
Cheng, J. T., Tracy, J. L., & Henrich, J. (2010). Pride, personality, and the evolutionary foundations of human social status. Evolution and Human Behavior, 31(5), 334-347.
Cheung, E., & Mikels, J. A. (2011). I’m feeling lucky: The relationship between affect and risk-seeking in the framing effect. Emotion, 11(4), 852-859.
Chmielewski, T. L. (2012). Applying the elaboration likelihood model to voting. International Journal of Interdisciplinary Social Sciences, 6(10), 33-47.
Cho, J. (2013). Campaign tone, political affect, and communicative engagement. Journal of Communication, 63(6), 1130-1152.
Chou, H.-Y. (2014). Effects of endorser types in political endorsement advertising. International Journal of Advertising, 33(2), 391-414.
Chou, H.-Y., & Lien, N.-H. (2013). The effects of appeal types and candidates’ poll rankings in negative political advertising. Asian Journal of Communication, 23(5), 489-518.
Clementson, D. E., Pascual‐Ferrá, P., & Beatty, M. J. (2016). When does a presidential candidate seem presidential and trustworthy? Campaign messages through the lens of language expectancy theory. Presidential Studies Quarterly, 46(3), 592-617.
Corrigan, B., & Brader, T. (2011). Campaign advertising: Reassessing the impact of campaign ads on political behavior. In S. K. Medvic (Ed.), New directions in campaigns and elections (pp. 99-117). New York, NY: Routledge.
Daignault, P., Soroka, S., & Giasson, T. (2013). The perception of political advertising during an election campaign: A measure of cognitive and emotional effects. Canadian Journal of Communication, 38(2), 167-186.
Darwin, C.(1965).The expression of the emotions in man and animals. Chicago, IL: The University of Chicago Press.
Davis, M., Walker, D. L., Miles, L., & Grillon, C. (2010). Phasic vs sustained fear in rats and humans: Role of the extended amygdala in fear vs anxiety. Neuropsychopharmacology, 35(1), 105-135.
Dermody, J., Hanmer-Lloyd, S., Koenig-Lewis, N., & Zhao, A. L. (2014). Young British partisans’ and non-voters’ processing of attack election advertising and the implications for marketing politics. Journal of Marketing Management, 30(9-10), 974-1005.
Dermody, J., Hanmer-Lloyd, S., Koenig-Lewis, N., & Zhao, A. L. (2016). Young British partisan attitudes to negative election campaign advertising: A tri-party perspective. Journal of Political Marketing, 15(4), 333-361.
DeVellis, R. F. (2016). Applied social research methods series: Scale development: Theory and applications, Vol. 26. Thousand Oaks,CA: Sage Publications.
Di Muro, F., & Murray, K. B. (2012). An arousal regulation explanation of mood effects on consumer choice. Journal of Consumer Research, 39(3), 574-584.
Domke, D., Lagos, T., LaPointe, M., Meade, M., & Xenos, M. (2000). Elite messages and source cues: Moving beyond partisanship. Political Communication, 17(4), 395-402.
Dudek, F. J., & Baker, K. E. (1956). The constant-sum method applied to scaling subjective dimensions. The American Journal of Psychology, 69(4), 616-624.
Eder, A. B., & Rothermund, K. (2010). Automatic influence of arousal information on evaluative processing: Valence–arousal interactions in an affective Simon task. Cognition and Emotion, 24(6), 1053-1061.
Ekman, P. (1992). An argument for basic emotions. Cognition & Emotion, 6(3/4), 169-200.
Eysenck, M. W., Derakshan, N., Santos, R., & Calvo, M. G. (2007). Anxiety and cognitive performance: Attentional control theory. Emotion, 7(2), 336-353.
Eysenck, M. W., & Mathews, A. (1987). Trait anxiety and cognition. In H. J. Eysenck, & I. Martin (Eds.), Theoretical foundations of behavior therapy (pp. 197-216). Boston, MA: Springer.
Eze, U. C., & Lee, C. H. (2012). Consumers’ attitude towards advertising. International Journal of Business and Management, 7(13), 94-108.
Faber, R. J., Tims, A. R., & Schmitt, K. G. (1993). Negative political advertising and voting intent: The role of involvement and alternative information sources. Journal of Advertising, 22(4), 67-76.
Fell, D. (2014). Measuring and explaining the electoral fortunes of small parties in Taiwan’s party politics. Issues and Studies. An International Quarterly on China, Taiwan, and East Asian Affairs, 50(1), 153-188.
Finkelstein, L. S. (1988). Politics in the United Nations system. Durham, NC: Duke University Press.
Finn, C., & Glaser, J. (2010). Voter affect and the 2008 US presidential election: Hope and race mattered. Analyses of Social Issues and Public Policy, 10(1), 262-275.
Fisher, S. L. (1974). The minor parties of the Federal Republic of Germany. In S. L. Fisher (Ed.) The minor parties of the Federal Republic of Germany (pp. 108-151). The Hague, Netherlands: Martinus Nijhoff.
Frijda, N. (1988). The laws of emotion. American Psychologist, 43(5), 349-358.
Gauja, A. (2010). Evaluating the success and contribution of a minor party: The case of the Australian Democrats. Parliamentary Affairs, 63(3), 486-503.
Gerber, A. S., Huber, G. A., & Washington, E. (2010). Party affiliation, partisanship, and political beliefs: A field experiment. American Political Science Review, 104(4), 720-744.
Glaser, J., & Salovey, P. (1998). Affect in electoral politics. Personality and Social Psychology Review, 2(3), 156-172.
Grigaliunaite, V., & Pileliene, L. (2016). Emotional or rational? The determination of the influence of advertising appeal on advertising effectiveness. Scientific Annals of Economics and Business, 63(3), 391-414.
Grimmer, M., & Grube, D. C. (2019). Political branding: A consumer perspective on Australian political parties. Party Politics, 25(2), 268-281.
Groenendyk, E. (2016). The anxious and ambivalent partisan: The effect of incidental anxiety on partisan motivated recall and ambivalence. Public Opinion Quarterly, 80(2), 460-479.
Gross, J. J., & Levenson, R. W. (1993). Emotional suppression: Physiology, self-report, and expressive behavior. Journal of Personality and Social Psychology, 64(6), 970-986.
Gunther, A. C., & Thorson, E. (1992). Perceived persuasive effects of product commercials and public service announcements: Third-person effects in new domains. Communication Research, 19(5), 574-596.
Hager, A. (2019). Do online ads influence vote choice? Political Communication, 36(3), 376-393.
Handayani, D., Wahab, A., & Yaacob, H. (2015). Recognition of emotions in video clips: The self-assessment manikin validation. Telkomnika, 13(4), 1343-1351.
Hartmann, G. W. (1936). A field experiment on the comparative effectiveness of "emotional" and "rational" political leaflets in determining election results. The Journal of Abnormal and Social Psychology, 31(1), 99-114.
Hatfield, E., Cacioppo, J. T., & Rapson, R. L. (1993). Emotional contagion. Current Directions in Psychological Science, 2(3), 96-100.
Herzog, H. (1987). Minor parties: The relevancy perspective. Comparative Politics, 19(3), 317-329.
Himelboim, I., Sweetser, K. D., Tinkham, S. F., Cameron, K., Danelo, M., & West, K. (2016). Valence-based homophily on Twitter: Network analysis of emotions and political talk in the 2012 presidential election. New Media & Society, 18(7), 1382-1400.
Hirano, S. (2008). Third parties, elections, and Roll‐Call votes: The populist party and the late Nineteenth‐Century US congress. Legislative Studies Quarterly, 33(1), 131-160.
Holbrook, M. B., & Gardner, M. P. (1993). An approach to investigating the emotional determinants of consumption durations: Why do people consume what they consume for as long as they consume it? Journal of Consumer Psychology, 2(2), 123-142.
Holbrook, M. B., & O'Shaughnessy, J. (1984). The role of emotion in advertising. Psychology & Marketing, 1(2), 45-64.
Huddy, L., Feldman, S., & Cassese, E. (2007). On the distinct political effects of anxiety and anger. In W. R. Neuman, G. E. Marcus, & A. N. Crigler (Eds.), The affect effect: Dynamics of emotion in political thinking and behavior (pp. 202-230). Chicago, IL: University of Chicago Press.
Hughes, C. (2019). Debatable sphere: Major party hegemony, minor party marginalization in the UK leaders’ debate. Communication and the Public, 4(3), 189-203.
Hilary Milnes (2019, December 12).GroupM’s Wieser: Political advertising will be a $10 billion business in 2020 with most going to TV. Beet.TV. Retrieved from https://www.beet.tv/2019/12/groupms-wieser-political-advertising-will-be-a-10-billion-business-in-2020.html
Izard, C. E. (2010). The many meanings/aspects of emotion: Definitions, functions, activation, and regulation. Emotion Review, 2(4), 363-370.
Jing Wen, T., Kim, E., Wu, L., & Dodoo, N. A. (2020). Activating persuasion knowledge in native advertising: the influence of cognitive load and disclosure language. International Journal of Advertising, 39(1), 74-93.
Johnson-Cartee, K. S., & Copeland, G. (2013). Negative political advertising: Coming of age. New York, NY: Routledge.
Johnston, C. D., Lavine, H., & Woodson, B. (2015). Emotion and political judgment: Expectancy violation and affective intelligence. Political Research Quarterly, 68(3), 474-492.
Just, M. R., Crigler, A. N., & Belt, T. L. (2007). Don’t give up hope: Emotions, candidate appraisals, and votes. In W. R. Neuman, G. E. Marcus, & A. N. Crigler (Eds.) The affect effect: Dynamics of emotion in political thinking and behavior (pp. 231-259). Chicago, IL: University of Chicago Press.
Kaid, L. L. (2012). Political advertising as political marketing: A retro-forward perspective. Journal of Political Marketing, 11(1-2), 29-53.
Kaid, L. L., & Johnston, A. (1991). Negative versus positive television advertising in US presidential campaigns, 1960-1988. Journal of Communication, 41(3), 53-64.
Karl, K. L. (2021). Motivating participation through political ads: Comparing the Effects of Physiology and self-reported Emotion. Political Behavior, 43, 687-710.
Keltner, D., & Kring, A. M. (1998). Emotion, social function, and psychopathology. Review of General Psychology, 2(3), 320-342.
Kiewiet, D. R. (2013). The ecology of tactical voting in Britain. Journal of Elections, Public Opinion and Parties, 23(1), 86-110.
Kissas, A. (2018). Making sense of political ideology in mediatized political communication: A discourse analytic perspective. Journal of Language and Politics, 17(3), 386-404.
Kofi Preko, A. D., Agbanu, S. K., & Feglo, M. (2020). Political marketing strategy: Soundbites and voting behaviour in contemporary Ghana. Journal of African Business, 21(3), 375-394.
Krishnakumar, S., & Rymph, D. (2012). Uncomfortable ethical decisions: The role of negative emotions and emotional intelligence in ethical decision-making. Journal of Managerial Issues, 24(3). 339-362.
Kruglanski, A. W., Baldner, C., Chernikova, M., Destro, C. L., & Pierro, A. (2018). A new perspective on the attitude-behavior relation: The essential function of goals. Polish Psychological Bulletin, 49(1), 31-39.
Lang, A. (2000). The limited capacity model of mediated message processing. Journal of Communication, 50(1), 46-70.
Lang, A., Dhillon, K., & Dong, Q. (1995). The effects of emotional arousal and valence on television viewers’ cognitive capacity and memory. Journal of Broadcasting & Electronic Media, 39(3), 313-327.
Lee, J. Y., & Gallagher, M. W. (2018). Hope and well-being. In M. W. Gallagher, & S. J. Lopez (Eds.), The oxford handbook of hope (pp. 287-298). New York, NY Oxford University Press.
Lem, S. B., & Dowling, C. M. (2006). Picking their spots: Minor party candidates in gubernatorial elections. Political Research Quarterly, 59(3), 471-480.
Lerner, J. S., & Tiedens, L. Z. (2006). Portrait of the angry decision maker: How appraisal tendencies shape anger’s influence on cognition. Journal of Behavioral Decision Making, 19(2), 115-137.
Ling, K. C., Piew, T. H., & Chai, L. T. (2010). The determinants of consumers’ attitude towards advertising. Canadian Social Science, 6(4), 114-126.
Louviere, J. J., & Islam, T. (2008). A comparison of importance weights and willingness-to-pay measures derived from choice-based conjoint, constant sum scales and best–worst scaling. Journal of Business Research, 61(9), 903-911.
Müllensiefen, D. (2021). Methods for Testing the Emotional Effects of Music in Advertising and Brand Communication In Deaville, J., Tan, S. L., & Rodman, R. (Eds.) The Oxford Handbook of Music and Advertising (pp. 697-719). New York, NY: Oxford University Press.
MacKuen, M., Marcus, G. E., Neuman, W. R., & Keele, L. (2007). The third way: The theory of affective intelligence and American democracy. In W. R. Neuman, G. E. Marcus, & A. N. Crigler (Eds.), The affect effect: Dynamics of emotion in political thinking and behavior (pp. 124-151). Chicago, IL: University of Chicago Press.
MacKuen, M., Wolak, J., Keele, L., & Marcus, G. E. (2010). Civic engagements: Resolute partisanship or reflective deliberation. American Journal of Political Science, 54(2), 440-458.
Mahapatra, S. (2012). Impact of TV ad nessage using emotional versus rational appeal on Indian consumers. International Journal of Business Insights & Transformation, 6(1), 86-93.
Marcus, G. E. (2003). The psychology of emotion and politics. In L. Huddy, D. O. Sears, & J. S. Levy (Eds.), The oxford handbook of political psychology (pp. 182-221). New York, NY: Oxford University Press.
Marcus, G. E. (2013). The theory of affective intelligence and liberal politics. In N. Demertzis (Ed.), Emotions in politics (pp. 17-38). London, United Kingdom: Palgrave Macmillan.
Marcus, G. E., MacKuen, M., & Neuman, W. R. (2011). Parsimony and complexity: Developing and testing theories of affective intelligence. Political Psychology, 32(2), 323-336.
Marcus, G. E., MacKuen, M., Wolak, J., & Keele, L. (2006). The measure and mismeasure of emotion. In D. P. Redlawsk (Ed.), Feeling politics (pp. 31-45). New York, NY: Palgrave Macmillan.
Marcus, G. E., & MacKuen, M. B. (1993). Anxiety, enthusiasm, and the vote: The emotional underpinnings of learning and involvement during presidential campaigns. American Political Science Review, 87(3), 672-685.
Marcus, G. E., Neuman, W. R., & MacKuen, M. (2000). Affective intelligence and political judgment. Chicago, IL: University of Chicago Press.
Mather, M., Mitchell, K. J., Raye, C. L., Novak, D. L., Greene, E. J., & Johnson, M. K. (2006). Emotional arousal can impair feature binding in working memory. Journal of Cognitive Neuroscience, 18(4), 614-625.
McLaughlin, B., Holland, D., Thompson, B. A., & Koenig, A. (2020). Emotions and affective polarization: How enthusiasm and anxiety about presidential candidates affect interparty attitudes. American Politics Research, 48(2), 308-316.
Metfessel, M. (1947). A proposal for quantitative reporting of comparative judgments. The Journal of Psychology, 24(2), 229-235.
Miller, P. R., & Conover, P. J. (2015). Red and blue states of mind: Partisan hostility and voting in the United States. Political Research Quarterly, 68(2), 225-239.
Moon, S. J. (2013). Attention, attitude, and behavior: Second-level agenda-setting effects as a mediator of media use and political participation. Communication Research, 40(5), 698-719.
Moore, D. J., & Harris, W. D. (1996). Affect intensity and the consumer's attitude toward high impact emotional advertising appeals. Journal of Advertising, 25(2), 37-50.
Morris, J. D. (1995). Observations: SAM: The self-assessment manikin: An efficient cross-cultural measurement of emotional response. Journal of Advertising Research, 35(6), 63-68.
Nabi, R. L. (2010). The case for emphasizing discrete emotions in communication research. Communication Monographs, 77(2), 153-159.
Nabi, R. L., & Myrick, J. G. (2019). Uplifting fear appeals: Considering the role of hope in fear-based persuasive messages. Health Communication, 34(4), 463-474.
Neuman, W. R., Marcus, G. E., & MacKuen, M. B. (2018). Hardwired for news: Affective intelligence and political attention. Journal of Broadcasting & Electronic Media, 62(4), 614-635.
Niazi, G. S. K., Siddiqui, J., Alishah, B., & Hunjra, A. I. (2012). Effective advertising and its influence on consumer buying behavior. Information Management and Business Review, 4(3), 114-119.
Niederdeppe, J., Avery, R. J., Liu, J., Gollust, S. E., Baum, L., Barry, C. L., Welch, B., Tabor, E., Lee, N. W., & Fowler, E. F. (2021). Exposure to televised political campaign advertisements aired in the United States 2015–2016 election cycle and psychological distress. Social Science & Medicine, 277, 113898. Advance online publication. doi: 10.1016/j.socscimed.2021.113898
Norpoth, H., & Velez, Y. (2012). Independent leaners: Ideals, myths, and reality. The Forum, 10(3), Article 7. doi: 10.1515/1540-8884.1521
Panagopoulos, C. (2010). Affect, social pressure and prosocial motivation: Field experimental evidence of the mobilizing effects of pride, shame and publicizing voting behavior. Political Behavior, 32(3), 369-386.
Panagopoulos, C. (2011). Thank you for voting: Gratitude expression and voter mobilization. The Journal of Politics, 73(3), 707-717.
Pease, A., & Brewer, P. R. (2008). The Oprah factor: The effects of a celebrity endorsement in a presidential primary campaign. The International Journal of Press/Politics, 13(4), 386-400.
Phillips, J. M., Urbany, J. E., & Reynolds, T. J. (2008). Confirmation and the effects of valenced political advertising: A field experiment. Journal of Consumer Research, 34(6), 794-806.
Poels, K., & Dewitte, S. (2006). How to capture the heart? Reviewing 20 years of emotion measurement in advertising. Journal of Advertising Research, 46(1), 18-37.
Poels, K., & Dewitte, S. (2019). The role of emotions in advertising: A call to action. Journal of Advertising, 48(1), 81-90.
Poggi, I. (2007). Enthusiasm and its contagion: nature and function. In A.C.R. Paiva, R. Prada, & R.W. Picard (Eds.), Affective computing and intelligent interaction (pp. 410-421). Berlin, Germany: Springer.
Ran, W., Yamamoto, M., & Xu, S. (2016). Media multitasking during political news consumption: A relationship with factual and subjective political knowledge. Computers in Human Behavior, 56, 352-359.
Rasouli Ghahroudi, M., Alavitabar, A., & Zaboli, S. (2019). The impact of negative political advertising and election participation. Political Knowledge, 15(2), 443-464.
Redlawsk, D. P., Civettini, A. J., & Lau, R. R. (2007). Affective intelligence and voting: Information processing and learning in a campaign. In W. R. Neuman, G. E. Marcus, & A. N. Crigler (Eds.), The affect effect: Dynamics of emotion in political thinking and behavior (pp. 152-179). Chicago, IL: University of Chicago Press.
Ridout, T. N., & Searles, K. (2011). It's my campaign I'll cry if I want to: How and when campaigns use emotional appeals. Political Psychology, 32(3), 439-458.
Rigger, S. (2011, August). Electoral reform, issue cleavages and the consolidation of a Two-Party system in Taiwan. Paper presented at the APSA 2011 Annual Meeting Paper, Seattle, WA. Retrieved from https://ssrn.com/abstract=1902872
Robideaux, D. R. (2002). Party affiliation and ad attitude toward political ads. Journal of Marketing Theory and Practice, 10(1), 36-45.
Robideaux, D. R. (2013). An examination of ad attitude’s cognitive and affective dimensions with political advertising: Television versus print media. International Journal of Business, Humanities and Technology, 3(7), 1-10.
Robinson, C. (2018). Minor party campaign advertising: A market-oriented assessment. In J. Lees-Marshment (Ed.), Political marketing and management in the 2017 New Zealand election (pp. 85-98), Cham, Switzerland: Palgrave Pivot.
Roseman, I. J., Mattes, K., Redlawsk, D. P., & Katz, S. (2020). Reprehensible, laughable: The role of contempt in negative campaigning. American Politics Research, 48(1), 44-77.
Russell, J. A. (1980). A circumplex model of affect. Journal of Personality and Social Psychology, 39(6), 1161-1178.
Russell, J. A., & Barrett, L. F. (1999). Core affect, prototypical emotional episodes, and other things called emotion: Dissecting the elephant. Journal of Personality and Social Psychology, 76(5), 805-819.
Sadasivan, A. (2019). Attitude towards advertisements: An empirical study on the antecedents. International Journal of Marketing & Business Communication, 8(1), 15-24.
Schachter, S., & Singer, J. (1962). Cognitive, social, and physiological determinants of emotional state. Psychological Review, 69(5), 379-399.
Scheller, S. (2019). The Strategic use of fear appeals in political communication. Political Communication, 36(4), 586-608.
Schwarz, N., & Bless, H. (1991). Happy and mindless, but sad and smart? The impact of affective states on analytic reasoning. Emotion and Social Judgments, 23, 55-71
Schwarz, N. (2011). Feelings as information theory. In P. A. Van Lange, A. W. Kruglanski, & E. T. Higgins (Eds.), Handbook of theories of social psychology (pp. 289-308). London, United Kingdom: SAGE.
Searles, K., & Ridout, T. (2017). The use and consequences of emotions in politics. Emotion Researcher, ISRE’s Sourcebook for Research on Emotion and Affect.
Advance online publication. Retrieved from https://emotionresearcher.com/the-use-and-consequences-of-emotions-in-politics/
Seibt, B., Schubert, T. W., Zickfeld, J. H., & Fiske, A. P. (2019). Touching the base: Heart-warming ads from the 2016 US election moved viewers to partisan tears. Cognition and Emotion, 33(2), 197-212.
Septianto, F., & Tjiptono, F. (2019). The interactive effect of emotional appeals and past performance of a charity on the effectiveness of charitable advertising. Journal of Retailing and Consumer Services, 50, 189-198.
Shen, F., & Guo, Z. S. (2013). The last refuge of media persuasion: News use, national pride and political trust in China. Asian Journal of Communication, 23(2), 135-151.
Singh, S. N., & Churchill Jr, G. A. (1987). Arousal and advertising effectiveness. Journal of Advertising, 16(1), 4-40.
Slovic, P., Finucane, M. L., Peters, E., & MacGregor, D. G. (2004). Risk as analysis and risk as feelings: Some thoughts about affect, reason, risk, and rationality. Risk Analysis: An International Journal, 24(2), 311-322.
Smith, R. E., & Swinyard, W. R. (1983). Attitude-behavior consistency: The impact of product trial versus advertising. Journal of Marketing Research, 20(3), 257-267.
Snyder, C. R. (1995). Conceptualizing, measuring, and nurturing hope. Journal of Counseling & Development, 73(3), 355-360.
Soroka, S., & McAdams, S. (2015). News, politics, and negativity. Political Communication, 32(1), 1-22.
Spears, N. E., Blankson, C., & Guzmán, F. (2012). Hope and fear in an advertisement context: Understanding how hope undoes fear. Journal of Current Issues & Research in Advertising, 33(1), 79-93.
Stevens, D. (2012). Tone versus information: Explaining the impact of negative political advertising. Journal of Political Marketing, 11(4), 322-352.
Stevens, D., Sullivan, J., Allen, B., & Alger, D. (2008). What’s good for the goose is bad for the gander: Negative political advertising, partisanship, and turnout. The Journal of Politics, 70(2), 527-541.
Sullivan, J. (2008). Campaign advertising and democracy in Taiwan. The China Quarterly, 196, 900-911.
Sullivan, J., & Sapir, E. V. (2012). Modelling negative campaign advertising: Evidence from Taiwan. Asian Journal of Communication, 22(3), 289-303.
Sylvers, P., Lilienfeld, S. O., & LaPrairie, J. L. (2011). Differences between trait fear and trait anxiety: Implications for psychopathology. Clinical Psychology Review, 31(1), 122-137.
Tappolet, C. (2010). Emotion, motivation, and action: The case of fear. In P. Goldie (Ed.), The oxford handbook of philosophy of emotion (pp. 325-345). Oxford, United Kingdom: Oxford University Press.
Thorson, E., Christ, W. G., & Caywood, C. (1991). Effects of issue‐image strategies, attack and support appeals, music, and visual content in political commercials. Journal of Broadcasting & Electronic Media, 35(4), 465-486.
Tinkham, S. F., & Weaver‐Lariscy, R. A. (1993). A diagnostic approach to assessing the impact of negative political television commercials. Journal of Broadcasting & Electronic Media, 37(4), 377-399.
Tracy, J. L., & Robins, R. W. (2004). Show your pride: Evidence for a discrete emotion expression. Psychological Science, 15(3), 194-197.
Tsang, S. (2012). Ma Ying-jeou’s re-election: Implications for Taiwan and East Asia. The Pacific Review, 25(3), 387-401.
Valentino, N. A., Brader, T., Groenendyk, E. W., Gregorowicz, K., & Hutchings, V. L. (2011). Election night’s alright for fighting: The role of emotions in political participation. The Journal of Politics, 73(1), 156-170.
Valentino, N. A., Hutchings, V. L., Banks, A. J., & Davis, A. K. (2008). Is a worried citizen a good citizen? Emotions, political information seeking, and learning via the internet. Political Psychology, 29(2), 247-273.
Valenzuela, S., & Bachmann, I. (2015). Pride, anger, and cross-cutting talk: A three-country study of emotions and disagreement in informal political discussions. International Journal of Public Opinion Research, 27(4), 544-564.
van der Goot, M. J., van Reijmersdal, E. A., & Kleemans, M. (2015). Age differences in recall and liking of arousing television commercials. Communications, 40(3), 295-317.
Van Doorn, J., Zeelenberg, M., & Breugelmans, S. M. (2014). Anger and prosocial behavior. Emotion Review, 6(3), 261-268.
Van Steenburg, E. (2015). Areas of research in political advertising: A review and research agenda. International Journal of Advertising, 34(2), 195-231.
Van’t Riet, J., Schaap, G., Kleemans, M., Veling, H., & Lecheler, S. (2019). On different sides: Investigating the persuasive effects of anger expression in political news messages. Political Psychology, 40(4), 837-857.
VanBergen, N., Lurie, N. H., & Chen, Z. (2021). More rational or more emotional than others? lay beliefs about decision-making strategies. Journal of Consumer Psychology. Advance online publication. Retrieved from doi: 10.1002/jcpy.1244
Vargo, C. J., & Hopp, T. (2020). Fear, anger, and political advertisement engagement: A computational case study of Russian-linked Facebook and Instagram content. Journalism & Mass Communication Quarterly, 97(3), 743-761.
Vasilopoulos, P., Marcus, G. E., Valentino, N. A., & Foucault, M. (2019). Fear, anger, and voting for the far right: Evidence from the November 13, 2015 Paris terror attacks. Political Psychology, 40(4), 679-704.
Veer, E., Becirovic, I., & Martin, B. A. (2010). If kate voted conservative, would you?: The role of celebrity endorsements in political party advertising. European Journal of Marketing, 44(3-4), 436-450.
Wang, C.-H. (2013). Why do people vote? Rationality or emotion. International Political Science Review, 34(5), 483-501.
Weber, C. (2013). Emotions, campaigns, and political participation. Political Research Quarterly, 66(2), 414-428.
Weeks, B. E. (2015). Emotions, partisanship, and misperceptions: How anger and anxiety moderate the effect of partisan bias on susceptibility to political misinformation. Journal of Communication, 65(4), 699-719.
Whissell, C. M. (1989). The dictionary of affect in language In R. Plutchik, & H. Kellerman (Eds.), The measurement of emotions (vol. 4) (pp. 113-131). San Diego, CA: Academic Press.
Williams, L. A., & DeSteno, D. (2008). Pride and perseverance: The motivational role of pride. Journal of Personality and Social Psychology, 94(6), 1007-1017.
Yik, M. S., Russell, J. A., & Barrett, L. F. (1999). Structure of self-reported current affect: Integration and beyond. Journal of Personality and Social Psychology, 77(3), 600-619.
Yu, C. H. (2017). Parties, partisans, and independents in Taiwan. In C. H. Achen, & T. Y. Wang (Eds.), The Taiwan voter (pp. 71-97). Ann Arbor, MI: University of Michigan Press.
Zhang, H., Sun, J., Liu, F., & Knight, J. G. (2014). Be rational or be emotional: Advertising appeals, service types and consumer responses. European Journal of Marketing, 48(11/12), 2105-2126.
Zinn, H. C., & Manfredo, M. J. (2000). An experimental test of rational and emotional appeals about a recreation issue. Leisure Sciences, 22(3), 183-194.