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International Political Science Review
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Moderators of Priming Effects: A Theory and Preliminary Evidence from an Experiment on Swiss European Policy

Lionel Marquis

Institute for Political Science, University of Berne, Lerchenweg 36, 3000 Bern 9, Switzerland, marquis{at}ipw.unibe.ch

This article proposes an extended model of how "media priming effects" come about, distinguishing between several mediators and moderators of priming. The model is tested using data from an experiment on Swiss foreign policy in which undergraduate students were provided with different types of biased information about the relationships between Switzerland and the European Union. The empirical analysis suggests that cross-sectional and cross-temporal effects are facilitated by quite different moderators, and that very few variables moderate priming according to both perspectives. In that respect, political knowledge, the level of recall of the experimental message, and awareness of the persuasive intent of the message appear central to the priming mechanism.

Key Words: Experiment • Foreign policy • Moderators • Priming effects • Switzerland

International Political Science Review, Vol. 28, No. 2, 185-224 (2007)
DOI: 10.1177/0192512107075405
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