Motivated Mobilization: The Role of Emotions in the Processing of Poll Messages

Abstract

This study investigates how exposure to favorable messages about one's preferred party can affect emotional reactions and subsequent behavioral intentions. Integrating the motivated reasoning and discrete emotions’ frameworks, we offer a theoretical framework of motivated mobilization for explaining political engagement in response to poll exposure. Specifically, we examine the mediating role of emotions in the relationship between motivated assessments of polls and political mobilization. To test this model, we offer empirical evidence from an online survey-experiment (N = 540) conducted during the 2019 Indian general election. We find that exposure to favorable poll results increases enthusiasm and decreases anger, while both enthusiasm and anger activate behavioral intention for political participation. While our study supports the existing findings which show that partisanship is an important predictor of mobilization for a party and candidate, we uncover the affective routes through which partisanship operates to shape poll reactions. The results underscore the importance of capturing individual variability in preexisting affiliations and their shaping of poll reactions through affect-driven motivated reactions. We discuss these results with regard to the dynamics of political mobilization during election campaigns, the role of emotions in political cognition at large, and in understanding and mitigating biases in poll perceptions.