The Role of Integrative Complexity and Involvement on Political Message Perceptions: How we Make Sense of Political Communication

Author:

*  Hillary C. Shulman (Michigan State University)

Abstract:

Research yields inconsistent results regarding involvement's effect on political message perception. This study examines how integrative complexity relates to type of political involvement, and perceptions of political messages. Results (N=122) found that integrative complexity positively related to outcome and value involvement and that these people tended to perceive political messages as being less contradictory, especially when from a favored politician. Thus type, and degree, of involvement influence how people pay attention to political messages.