The role of similarity in exemplification effect

Christina Peter; Thomas Zerback

doi:10.5771/2192-4007-2017-1-71

Contents
- Chapter Expand | CollapseAuthorsPage
- I–II Titelei/Inhaltsverzeichnis I–II
- 1–5 EDITORIAL 1–5
  - Editorial Anne Bartsch, Klaus Kamps, Christoph Neuberger, Juliana Raupp, Andreas M. Scheu Anne Bartsch, Klaus Kamps, Christoph Neuberger, Juliana Raupp, Andreas M. Scheu
- 6–70 FULL PAPER 6–70
  - 6–38 Wahrnehmung und Wirkung fremdenfeindlicher, rechtspopulistischer Wahlkampagnen unter Berücksichtigung des Migrationshintergrundes: Eine qualitative Untersuchung Desirée Schmuck Desirée Schmuck 6–38
  - 39–70 „In der Szene bist du wie in Trance. Da kommt nichts an dich heran.“ Entwicklung eines Modells zur Beschreibung von Medieneinflüssen in rechtsextremen Radikalisierungsprozessen Katharina Neumann, Philip Baugut Katharina Neumann, Philip Baugut 39–70
- 71–94 RESEARCH-IN-BRIEF 71–94
  - 71–80 The role of similarity in exemplification effect Christina Peter, Thomas Zerback Christina Peter, Thomas Zerback 71–80
  - 81–94 Communication behavior and protest participation in the refugee debate: The role of personal conversations, mass media and social media usage in citizen participation Dorothee Arlt Dorothee Arlt 81–94
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SCM Studies in Communication and Media , page 71 - 80

The role of similarity in exemplification effect

Autoren

Christina Peter Thomas Zerback

DOI
- doi.org/10.5771/2192-4007-2017-1-71
- ISSN online: 2192-4007
Abstract

Exemplification research has consistently shown that after reading news reports including individual cases, people tend to base their judgments on these so-called exemplars. Until today, it is not entirely clear why exemplars are so powerful in shaping recipients’ perception of public opinion and why they sometimes fail to influence personal opinion. Based on prior research, we assume that the influence of exemplars on both types of judgments is due to similarity effects: While similarity between recipients and exemplars should moderate effects on recipients’ personal opinion, the similarity between exemplars and “the public” should be responsible for effects on the perceived public opinion. Conducting a 2x2x2-web-based experiment, we find that the similarity between exemplars and the target population influences public opinion estimates; we find only partial support for an effect of similarity between exemplars and recipients on personal opinion.
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