Public Attitudes toward Polls: Evidence from the 2000 U.S. Presidential Election

This study investigates the perceived impact of election polls,focusing on the hotly contested 2000 U.S. presidential election.Survey data from 558 individuals gathered during the final daysof the election campaign are analyzed to examine beliefs thatthe polls greatly affect other voters, general views of pollsas good or bad for the country, beliefs about whether pollstersinfluence their results to come out a certain way, and supportfor banning election-night projections. Results indicate thatmost respondents felt the polls had no influence on themselveswhile still affecting others. Respondents exhibiting these ‘third-person-effect’perceptions were significantly more likely than others to believethat election polls are a bad thing for the country. Negativeperceptions of polls and beliefs that pollsters try to influenceresults were also related to general distrust of the news media.Negative views of polls in turn were associated with increasedsupport for prohibiting election-night projections. In general,the results illustrate the dependency of negative views aboutpolling on fears of untoward effects on voters, in particularthe fear that polls and election projections might lend supportto candidates opposed by the respondent.     

Perceived Message Effectiveness Predicts Information-Seeking Behavior

This study examined whether perceived message effectiveness (PE) predicted information-seeking behavior in the topical domain of colon cancer. Participants (N = 277) viewed one of three video messages (news, testimonial, and animation) that advocated screening for colon cancer. Information-seeking behavior was operationalized as reading time for a subsequent message about colon cancer. The proposed mediation model successfully reproduced the pattern of data, thereby providing evidence that PE predicts behavior via intention.     

Hearing “Quack” and Remembering A Duck: Evidence for Fluency Attribution in Young Children

Previous research has suggested that fluency does not influence memory decisions until ages 7–8. In two experiments (n = 96 and n = 64, respectively), children, aged 4, 6, and 8 years (Experiments 1 and 2), and adults (Experiment 2) studied a list of pictures. Participants completed a recognition test during which each study item was preceded by a sound providing either a highly predictive or mildly predictive context in order to make some test items more conceptually fluent. Overall, highly predictive items were recognized at a higher rate than mildly predictive items demonstrating an earlier development of the fluency heuristic than previously observed. The study provides insight into how children develop metacognitive expectations and when they start to use them to guide their memory responses.     

MARKETING EDUCATIONAL PROGRAMMES TO COMMERCIAL BROADCASTERS

A major investment in educational television programmes by the federal government led the United States Department of Education to seek ways to extend the audience size for these programmes beyond public television by placing them on commercial broadcast stations in America. This article describes the programmes, the marketing organization and strategies used to promote programming to the commercial marketplace, and the successes achieved in persuading commercial broadcasters to accept educational children's programming, particularly programmes aimed at minority audiences.