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.

ABSTRACT
INTRODUCTION
THEORETICAL BACKGROUND
STUDY 1
STUDY 2
STUDY 3
GENERAL DISCUSSION

• Jiwon Yi(Hongik University, South Korea)
• Nara Youn(Hongik University, South Korea) Corresponding author