Extant research on presidential debate viewing focuses primarily on the cognitive outcomes (e.g., knowledge gain) associated with this particular mediated communication event. This study expands effects-based research on political debate viewing by focusing on citizens' discrete emotional reactions to candidates (e.g., joy and anger). In addition, the influence of a 2004 Bush-Kerry presidential debate is analyzed in coordination with the consumption of Michael Moore's controversial film, Fahrenheit 9-11. A 2 (view Fahrenheit 9-11, did not view Fahrenheit 9-11) X 3 (low, medium, or high likelihood of elaboration) independent groups design was used for this study. The study finds evidence of both affect-as-transfer and passionate reasoning. In addition, there is clear support for goal oriented emotional reactions to candidates strongly predicting overall confidence in candidates' policy positions.
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Holbert et al. (2007) studied this question.
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