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The effects of symbols and information on citizens’ trust

The effects of symbols and information on citizens’ trust

saaralonbarkat

June 07, 2018
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  1. The effects of symbols and information on citizens’ trust The

    Hebrew University of Jerusalem Saar Alon-Barkat Evidence from a survey experiment TAD14 2018
  2. GOV. COMMUNICATIONS AND TRUST Substantive information Symbolic elements • Marvel

    2015: USPS commercial • Karens et al. 2016: EC logo • Alon-Barkat and Gilad 2017: Cartoons of Israeli elecrtic company • Teodoro and An 2018: US federal Agency names Alon-Barkat, TAD 2018
  3. Petty and Cacioppo 1986 ELABORATION LIKELIHOOD MODEL (ELM) ELABORATION CONTINUUM

    Low Peripheral route High Central route Alon-Barkat, TAD 2018
  4. ELABORATION LIKELIHOOD MODEL (ELM) Symbols can shape trust via: •

    Functioning as cues (direct) • Decreasing elaboration (moderated mediation) Alon-Barkat, TAD 2018
  5. Population: N=859 (mean age = 36.34) 2 Policy plans per

    subject: • Air-pollution. • Recycling. Factorial design: 2 (information) x 3 (symbols). EXPERIMENTAL DESIGN Alon-Barkat, TAD 2018
  6. Information: EPM is working to reduce the air-pollution in the

    Haifa-Bay through: EXPERIMENTAL DESIGN (Weak) (Strong) • Decreasing the supervision of the factories in Haifa-Bay… • Increasing the supervision of the factories in Haifa- Bay… • Raising citizens’ awareness of the efforts to improve air quality… • Reduction of smoke emissions from vehicles in Haifa Bay… Alon-Barkat, TAD 2018
  7. Outcome variable: trust in policy (6 items). Elaboration of policy

    plan: • Reaction time (log) • Memory test EXPERIMENTAL DESIGN Alon-Barkat, TAD 2018
  8. RESULTS Moderated mediation: Causal mediation analysis (Imai et al.) Effect

    of symbols is partly mediated for the weak policy (but not the strong policy). Prop. Mediated: 15-28% Alon-Barkat, TAD 2018
  9. SUMMARY Symbols increased citizens’ trust in policy The effect of

    symbols was greater for the “weak” policy plan. The interaction is partly explained by the negative effect of symbols on elaboration. Alon-Barkat, TAD 2018
  10. DISCUSSION Normative implications of branding/ symbolic communication on democracy. Relations

    between symbols and biases. Additional implications of ELM for behavioral PA. Alon-Barkat, TAD 2018
  11. T H A N K Y O U Your thoughts

    and comments are welcome Saar Alon-Barkat | [email protected]