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Print version ISSN 0120-4823


AVILA, Caroline  and  CABRERA, Gabriela. The Effect of Rumors on the Change of Voting Choice: Anger, Fear, and Uncertainty Generated by Rumors during Election Processes and their Effect on the Voters'. Signo pensam. [online]. 2016, vol.35, n.69, pp.100-116. ISSN 0120-4823.

Rumors are a constant component of election campaigns; however, there have not been many studies on the direct effect of emotions and how they affect the voter. This research presents, based on empirical data, evidence of the real effect of rumors on emotions such as anger, fear, and uncertainty, by means of a study of the intermediate February 2014 elections in Ecuador. We use a quantitative-type methodology, using surveys administered to the households' object of this study. The results were subject to statistic correlation analysis - Spearman's rho and logistic regression - which allow us to explain the change in the vote according to the variables explaining the incidence of rumors on negative emotions such as anger, uncertainty, and fear. The case Tranvía Cuatro Ríos in the city of Cuenca (500,000 inhabitants) was analyzed for the purposes of this study.

Keywords : election campaigns; political marketing; rumors; political communication; public opinion.

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