THE MODERATING ROLE OF MORTALITY SALIENCE: AN EXAMINATION OF POLITICAL IDEOLOGY, VOTER-OUTCOME VARIABLES, AND POLITICAL ADVERTISEMENTS

Abstract

The purpose of this dissertation is to examine terror management theory in conjunction with immigration and economy issue advertisements. Specifically, this study examines how voters' intent to vote for a conservative 2012 Presidential candidate, emotion toward a conservative 2012 Presidential candidate, and immigration anxiety are affected when their mortality is made salient before viewing an issue advertisement (either immigration or economy). To test the hypotheses, linear regression models were used. Most of the results reflect a non-significant interaction between political ideology and mortality salience. However, results do show one significant two-way interaction. The significant two-way interaction with positive emotion suggests that as death salient participants fall further to the right on the liberal/conservative scale, there is more positive emotion toward a conservative candidate than their non-death salient counterparts. The theoretical and practical implications are discussed.