Left or Right: The Dependency of Time-Space Congruency on Time Relevance in Political Campaigns.
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2025-07-02
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en
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On a mental time line (MTL), left-to-right reading cultures typically conceptualize the past as being on the left/bottom side, and the future on the right/top. This paper examines the dependency of the time-space congruency effect on time relevance in the context of political campaigns. The study employs a 2 (time relevant vs. time irrelevant) x 2 (congruent vs. incongruent) between-subjects design, in which participants were exposed to either of the four experimental conditions (time relevant-left, time relevant-right, time-irrelevant left, and time-irrelevant right). The findings did not provide empirical evidence for an enhancing effect of time-relevance on the space-time congruency effect, or a relationship between time-space congruency and perceived persuasiveness in this context. This study expands the research to the context of political campaign posters, and its conclusions can provide the basis for guidelines that would aid communication directors in increasing the persuasiveness of their messages.
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