Preelection Selective Exposure: Confirmation Bias Versus Informational Utility

摘要

The glut of media coverage prior to a presidential election requires individuals to selectively expose themselves to some messages and not others. The study involves a two-session online quasi-experiment with 205 participants that was conducted before the 2008 presidential election. Hypotheses on confirmation bias and information utility driving selective exposure prior to an election are tested. Results confirm that information utility can override a confirmation bias and motivate exposure if a government change is likely and the favored party is likely to lose the election. Moreover, participants with frequent habitual online news use do not exhibit a confirmation bias. However, participants whose favored party was likely to win the election and participants with infrequent online news consumption show a significant confirmation bias.