The Selective Avoidance of Threat Appeals in Right-Wing Populist Political Ads: An Implicit Cognition Approach Using Eye-Tracking Methodology

Jörg Matthes; Franziska Marquart; Florian Arendt; Anke Wonneberger

doi:10.1007/978-3-658-10558-7_12

The Selective Avoidance of Threat Appeals in Right-Wing Populist Political Ads: An Implicit Cognition Approach Using Eye-Tracking Methodology

Jörg Matthes (Corresponding author)
, Franziska Marquart
, Florian Arendt
, Anke Wonneberger

Department of Communication

Publications: Contribution to book › Chapter

Original language	English
Title of host publication	Advances in Advertising Research (Vol. VI)
Subtitle of host publication	The Digital, the Classic, the Subtle, and the Alternative
Editors	P. Verlegh, H. Voorveld, M. Eisend
Place of Publication	Wiesbaden
Publisher	Springer Gabler
Pages	135-147
Number of pages	13
ISBN (Electronic)	978-3-658-10558-7
ISBN (Print)	978-3-658-10557-0
DOIs	https://doi.org/10.1007/978-3-658-10558-7_12
Publication status	Published - 2016

Austrian Fields of Science 2012

508007 Communication science
508009 Media research

Access to Document

10.1007/978-3-658-10558-7_12

Cite this

Matthes, J., Marquart, F., Arendt, F., & Wonneberger, A. (2016). The Selective Avoidance of Threat Appeals in Right-Wing Populist Political Ads: An Implicit Cognition Approach Using Eye-Tracking Methodology. In P. Verlegh, H. Voorveld, & M. Eisend (Eds.), Advances in Advertising Research (Vol. VI): The Digital, the Classic, the Subtle, and the Alternative (pp. 135-147). Springer Gabler. https://doi.org/10.1007/978-3-658-10558-7_12

Matthes, Jörg ; Marquart, Franziska ; Arendt, Florian et al. / The Selective Avoidance of Threat Appeals in Right-Wing Populist Political Ads: An Implicit Cognition Approach Using Eye-Tracking Methodology. Advances in Advertising Research (Vol. VI): The Digital, the Classic, the Subtle, and the Alternative. editor / P. Verlegh ; H. Voorveld ; M. Eisend . Wiesbaden : Springer Gabler, 2016. pp. 135-147

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Matthes, J, Marquart, F, Arendt, F & Wonneberger, A 2016, The Selective Avoidance of Threat Appeals in Right-Wing Populist Political Ads: An Implicit Cognition Approach Using Eye-Tracking Methodology. in P Verlegh, H Voorveld & M Eisend (eds), Advances in Advertising Research (Vol. VI): The Digital, the Classic, the Subtle, and the Alternative. Springer Gabler, Wiesbaden, pp. 135-147. https://doi.org/10.1007/978-3-658-10558-7_12

The Selective Avoidance of Threat Appeals in Right-Wing Populist Political Ads: An Implicit Cognition Approach Using Eye-Tracking Methodology. / Matthes, Jörg (Corresponding author); Marquart, Franziska; Arendt, Florian et al.
Advances in Advertising Research (Vol. VI): The Digital, the Classic, the Subtle, and the Alternative. ed. / P. Verlegh; H. Voorveld; M. Eisend . Wiesbaden: Springer Gabler, 2016. p. 135-147.

Publications: Contribution to book › Chapter

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T1 - The Selective Avoidance of Threat Appeals in Right-Wing Populist Political Ads: An Implicit Cognition Approach Using Eye-Tracking Methodology

AU - Matthes, Jörg

AU - Marquart, Franziska

AU - Arendt, Florian

AU - Wonneberger, Anke

PY - 2016

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M3 - Chapter

SN - 978-3-658-10557-0

SP - 135

EP - 147

BT - Advances in Advertising Research (Vol. VI)

A2 - Verlegh, P.

A2 - Voorveld, H.

A2 - Eisend , M.

PB - Springer Gabler

CY - Wiesbaden

ER -

Matthes J, Marquart F, Arendt F, Wonneberger A. The Selective Avoidance of Threat Appeals in Right-Wing Populist Political Ads: An Implicit Cognition Approach Using Eye-Tracking Methodology. In Verlegh P, Voorveld H, Eisend M, editors, Advances in Advertising Research (Vol. VI): The Digital, the Classic, the Subtle, and the Alternative. Wiesbaden: Springer Gabler. 2016. p. 135-147 doi: 10.1007/978-3-658-10558-7_12