KOREASCHOLAR

SERIFS FOR CONSERVATIVES: THE EFFECT OF PERCEIVED LUXURIOUSNESS OF TYPEFACE ON THE PERSUASIVENESS OF POLITICAL CAMPAIGN

Jiwon Yi, Nara Youn
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/400759
Download
Global Marketing Conference
2020 Global Marketing Conference at Seoul (2020.11)
pp.250-255
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This research investigated the role of perceived luxuriousness of serif versus sans-serif typeface on the persuasiveness of political campaign. Through three experiments, we provided a support for the positive effect of serif typefaces on campaign evaluation of the conservatives through high status perception of the candidates.

Keyword
luxuriousnesstypefacepolitical ideology
Table Content
ABSTRACT
INTRODUCTION
THEORETICAL BACKGROUND
STUDY 1
STUDY 2
STUDY 3
GENERAL DISCUSSION
Author
  • Jiwon Yi(Hongik University, South Korea)
  • Nara Youn(Hongik University, South Korea) Corresponding author