To what extent does the space-time congruency effect influence perceived persuasiveness of campaigns?
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2025-07-02
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en
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This paper examines the role of the space-time congruency effect in the perceived
persuasiveness of political campaign posters. Additionally, it investigates whether priming
participants with future-related words enhances this effect. A 2 (space-time congruent vs.
incongruent) × 2 (priming vs. no priming) between-subjects design was used. 122 participants
viewed six campaign posters on environmental, social, and political themes, and rated each
for persuasiveness. Results from a two-way ANOVA revealed no significant effects of spatial
positioning or priming, nor an interaction between the two. The findings suggest that the
space-time congruency effect may has little influence on persuasiveness of political campaign
posters, and that this effect was not altered by future-related priming. Potential explanations
for the results, such as used measurement methods, insufficient priming, and other external
factors, are discussed.
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