Effects of endorser types in political endorsement advertising
Hsuan-Yi Chou
National Sun Yat-sen University
Introduction
Independent voters are actively pursued by candidates during elections, because their voting preferences can easily be changed (Wang 2010) and their votes significantly affect the results of many elections (Castells 2007). For example, in the 2012 presidential and legislative elections in Taiwan (where the author conducted this study), independent voters were the major target of each party/campaign as their voting decisions were critical in determining which candidate would win the election (Hsieh et al. 2011). Post-election commentary attributed President Ying-Jeou Ma’s success to attracting...