THE INFLUENCE OF PERIPHERAL CUES ON YOUTH’S CANDIDATE

PREFERENCE IN THE PRESIDENTIAL ELECTION: A QUALITATIVE STUDY USING

ELABORATION LIKELIHOOD METHOD

A Thesis
Presented to
the Faculty of
The Basic Education Department
Dr. Carlos S. Lanting College

In Partial Fulfillment
of the Requirements
for Practical Research 1 in
Grade 11 STEM A

CAJIPO, CLARENSSE JAYE H.

CATIIS, STEPHANIE ANDREA S.
FERRAN, BERN CARL F.
FLORES, KEZZA D.
ORTIZ, NIÑO GABRIELLE B.

March 2023
 Chapter 1

THE PROBLEM AND ITS SETTING

INTRODUCTION

Elections have played a vital role in the growth of our society and country. A part of an
election is the voters, the legal age to vote must be at least 18 years of age. There is no doubt
that the youth of today will become an important part of the demographic in determining elections.
The Elaboration Likelihood model (ELM) seeks to explain how humans process information and
how this information influences a change in their behavior and attitude. When facing a message,
ELM has determined that people react by using either of two channels: the central route and the
peripheral route (Geddes, 2016). In the central route, individuals carefully analyze the message.
While in the peripheral route, we often lack the ability to consider and analyze the elements of the
message (Petty, Barden, et al., 2009). As a result, voters’ attitudes may be influenced by
appearance, attitude, etc. without considering issue position and policy.

At every stage of life, socialization is a continuous process that involves shifting agents.
Educational institutions play a significant socialization role in this process and have a significant
impact on how young people feel about ambivalence during their youth (Tekindal, 2017). As
research has shown that teenage civic participation promotes favorable results for both the
development of the adolescent as an individual and the sustainability of a democratic society, it
has become a crucial topic of study (Middaugh et al., 2017).

The aim of this study is to fill the gap of the other studies about the utilization of various
peripheral cues on election especially the youth who are not politically involved. Thus, this study
will examine the influence of peripheral cues on the preferred candidates of the youth.
Furthermore, this study seeks to have a deeper understanding of how young people process
information and make decisions about presidential candidates, particularly in relation to peripheral
cues. The findings of this study may provide insights for political campaigns as they seek to
engage and mobilize young voters, as well as contributing deeper understanding of the role of
peripheral cues in shaping and changing attitudes and decision-making.
THEORETICAL FRAMEWORK

Elaboration Likelihood Method

Figure 1. The Elaboration Likelihood Method (Geddes, 2016)

This study took inspiration based on the theory of the Elaboration Likelihood Model (ELM)
proposed by Richard Petty and John Cacioppo in 1980. This theory explains how individuals
process and respond to persuasive messages. A level of “elaboration” results when a persuader
presents information to an audience. Elaboration means the amount of effort or motivation an
audience member uses to process the information given to them. ELM has determined that people
experience high or low elaboration when facing a message, and these will determine whether
they use the central or peripheral route (Geddes, 2016).

People are most likely to be persuaded through the central route when the elaboration is
higher, it is taken when people are strongly motivated and have time to think over a decision.
Essentially, the central route involves critical thinking to make the best decision possible. On the
other hand, the peripheral route is taken when the decision is less important to them, or they don’t
have time to think about it. In this route, the audience is likely to be influenced by cues that do not
relate to the issue (Hopper, 2019). For instance, if people are in a rush trying to do a survey on
which car is better, they would choose the better-looking one. While people who have time and
did the same survey will choose the car that has better features and brand.

This theory can be applied in the context of political campaigns as they rely on persuasion.
Persuasion is a critical component of political campaigns, the ability to persuade voters will dictate
the success or failure of political campaigns. Youths are interested in the political life around them,
even though they are young, the youth have strong political opinions and are concerned about
national issues. According to Chou (2014), young independent voters prefer political
endorsement ads to general political ads. This may be because they tend to lack political
experience and knowledge. They also prefer citizen and entertainment endorser type rather than
political figure endorsement. Peripheral cues such as physical appearance, personality traits,
endorsement, emotional appeal, and social influence may influence voters’ attitudes toward the
candidates. Especially the youth who may be less politically informed or experienced. Therefore,
the use of peripheral cues in shaping the youth’s candidate preference may play a significant role.
This theory will help the researchers in achieving their goals of exploring the influence of
peripheral cues on youth’s preferred candidate using a qualitative method.
CONCEPTUAL FRAMEWORK

Figure 2. The conceptual framework of the influence of peripheral cues on youth’s preferred
presidential candidate

Figure 2 depicts the Conceptual Framework of the study which illustrates the relationship
between the peripheral cues — physical appearance, personality traits, endorsement, emotional
appeal, and social influence — and the youth’s attitude and perspective in selecting their preferred
presidential candidate. Thus, this study focuses on how the peripheral cues influence the
preference of the youth in selecting the presidential candidate.

RESEARCH OBJECTIVES

The main objective of this study is to gain a deeper understanding on how the youth
process the information and decide their preferred presidential candidates in relation to peripheral
cues. Specifically, this study aims to:

1. To identify the peripheral cues that influence the youth’s candidate preference.
2. To explore the impact of peripheral cues on youth’s attitude towards the presidential
candidate.
 3. To examine the relationship between peripheral cues and youth’s candidate preference.
4. To explore the influence of peripheral cues in terms of:
a. Physical appearance
b. Personality Traits
c. Endorsement
d. Emotional Appeal
e. Social Influence

RESEARCH QUESTIONS

This study aims to answer the following questions:

1. What peripheral cues do influence the youth's candidate preference?

2. How do peripheral cues affect youth's attitudes towards candidates?
a. How do youth perceive the candidates in the 2022 presidential election based
on peripheral cues?
3. What is the relationship between peripheral cues and youth's candidate preference?
4. How do the youth respond to peripheral cues based on:
a. Physical Appearance
b. Personality Traits
c. Endorsements
d. Emotional Appeal
e. Social Influence

STATEMENT OF ASSUMPTION

The researchers assume that after the study, young voters may be influenced by
extraneous cues like a politician's physical characteristics, voice tone, or body language when
choosing a presidential candidate. This study also may have found that young voters still give
priority to important problems like the economy, healthcare, and social justice when choosing a
presidential candidate, despite the effect of peripheral cues. In addition, the research study may
have shown that more educated and media-young voters are less likely to be influenced by
incidental cues and are more likely to base their candidate preferences on significant issues and
positions in politics.

SCOPE AND DELIMITATION

The study will determine the influence of peripheral cues — physical appearance,
personality traits, endorsement, emotional appeal, social influence — to the youth, specifically the
High School students from Dr. Carlos S. Lanting College, in selecting the presidential candidate
they prefer.

Both the Junior and Senior High School students at Dr. Carlos S. Lanting College in S.Y.
2022–2023 are the respondents. The researchers will carry out a survey or an interview with
respondents from grades 7 to 12 using Google Forms or in-person interviews.

SIGNIFICANCE OF THE STUDY

The purpose of this study is to provide knowledge about characteristics of peripheral cues
as well as its influence on elections and citizens, particularly young people. The findings of this
study will make important contributions to the following fields:

First-Time voters. The results of this study can help first-time voters to evaluate candidates more
objectively and focus on the substantive issues that matter to them. By taking a more thoughtful
and deliberate approach to the voting process, first-time voters can make more informed
decisions that align with their values and goals.

Future voters. The findings of this study can give them awareness of how these peripheral cues
may influence their perceptions, and future voters can better evaluate the candidates and issues
at hand. They can also take steps to seek out more substantive information and avoid being
swayed by superficial or irrelevant factors.
Election Candidates. The findings of this study can help election candidates to tailor their
messaging and campaign promises to better align with the values and concerns of young voters
and provide valuable insights for election candidates, helping them to better understand and
connect with younger voters, and ultimately increasing their chances of success in the election.

Future researchers. The findings of this study can serve as a starting point for future researchers
who want to build on this study’s findings or explore related topics. By adding to what is known
about this study, the results of this study can help to spark new ideas and research paths.

OPERATIONAL DEFINITION OF TERMS

• Central route – occurs when a person is persuaded to do something based on the

arguments or message content.
• Elaboration Likelihood Method – a dual process theory that explains how attitudes
change.
• Election – a systematic and official selection of a person for a political office or other
position by voting.
• Emotional appeal – used to win or persuade people using emotions.
• Endorsement – a statement made by a person in a campaign.
• First-time voter – a person who will vote for the first time.
• Future voter – a person who will have a right to vote in the future.
• Peripheral cues – a factor that is irrelevant to an argument's contents and that may be
used as a low-effort basis for deciding whether to judge an attitude object in a positive or
negative way.
• Peripheral route – uses positive relation with cues like beauty, popularity, and positive
emotions.
• Personality traits – the behavior, attitude, characteristics, and way of thinking of a
person.
• Physical appearance – the way a person looks.
• Presidential candidate – a person aiming for the position as the president.
• Social influence – the way how a person adapts their behavior, beliefs, and opinions to
persuade others.
 Chapter 2

REVIEW OF RELATED LITERATURES AND STUDIES

RELATED LITERATURE

Elections have played a vital role in the growth of our society and country. It has largely
contributed to every needy hand and has placed the people’s hope in their own preferred
candidate to bring beneficial changed to the country. Present elections are one of the most
prevalent activities that even millennials and Gen Zs participate in as a show of support for their
preferred candidates. According to studies on political socialization, political participation is an
integral part of democratic society. Many psychological characteristics, such as political interest
or political efficacy, have been linked to young people's participation in political activities during
the previous few decades. Young individuals, whose political views and ideas are still forming,
pay particular attention to the impact of political activity on psychological characteristics. Research
suggests that youth learn to be political by forming attachments to their communities and
accessing opportunities in the settings of their everyday lives (Barrett & Zani, 2015).

Young people as they age become more politically involved. When young people transition
from adolescence to early adulthood, their political engagement shifts as they develop new skills,
deeper systemic knowledge, and greater possibilities for voting and other political participation.
Age-related gains in political efficacy, knowledge, and actions have been established by
longitudinal study across this time period (Eckstein, Noack, & Gniewosz, 2012). Youths are
interested in the political life around them and have critical views of politicians and political
candidates. Even though they are young, the youth have strong political opinions and are
concerned about national issues (Cabo, 2018). Youths are in general interested in political life,
wherein they have their own political candidates, and critical views and opinions. According to
Hooghe and Dassonneville (2013), roughly 80% of their adolescent respondents claimed that they
are likely to vote in the future. It is also noted in their study that adolescents do not answer
randomly, but in a well-structured manner.

Nowadays, youth’s political participation is becoming more prevalent. According to

Quintelier and Theocharis (2014), The technological revolution wrought by the Internet has played
a central role in proliferating these new types of political action and expression. Information can
now be shared rapidly, widely and easily by anyone, and as a result, friends, family and peers are
becoming the curators of news and information. This can, in turn, trigger political interest, political
information-seeking and/or social pressure to become engaged in political acts and/or political
discussions. Moreover, various youth subcultures and the globalization movement, in this view,
are just two examples of how young people create new modes of expression and participation
that are more appealing to them than those inherited from their parents and grandparents (Pruitt,
2018).

Youth will become voters one way or another, so it is important to pay attention to the
behavior that youths have towards candidates and making political decisions. Flanagan and
Sherrod (1998) indicate renewed interest in the political development of young people. Research
suggests that the drive to integrate with society is a developmental need of adolescence and that
political views also develop in concert with identity. In the report of Kaid, et al. (2007). Among
other factors, the requisite time and energy to make an informed voting decision, legal registration
requirements, and the socialization process whereby young adults become either habitual voters
or nonvoters have been examined. There is still much we do not know, however, about motivating
young adults to vote.

Elaboration Likelihood Model (ELM) explains how people handle or process information
or persuasive message shown in front of them. This model uses “elaboration” as an amount of
effort an audience member uses to evaluate and process information. ELM proposed two routes
of processing information, it is the central route and the peripheral route (Geddes, 2016). The
central route is taken when a person process information given to them in a comprehensive
manner, this is usually taken when the person processing information shows motivation for the
issue and has time to make the decision. While the peripheral route is taken when the people are
rushed or does not take any interest in the decision, or it is less important for them (Hopper,
2019).

Previous studies used the ELM to identify factors influencing review usefulness. ELM,
which was developed in the domain of social psychology, assists in explaining the characteristics
of effective and persuasive communications in order to elicit an attitude change from a message
recipient (Petty & Cacioppo, 1986). ELM can be applied in the area of politics as they rely on
voters to find success. A political campaign can only find success by having the ability to persuade
voters to favor them.
 Youths are more likely to use the peripheral route. Based on the research that
Chmielewski (2012) conducted to test the usefulness of the Elaboration Likelihood Method, it is
definitely viable for lowly involved voters to utilize favorability as a cue, for example, when they
decide quickly which candidate is more preferred. But it is also probable that highly involved
voters could take a long time "calculating" favorability on the basis of image, political party
preference, or reliability before deciding which candidate is more deserving of their support.
Another study made by Hall (2019) found that new means of registering, such as utilizing the
internet, at school, and at registration campaigns, improve the likelihood that young people will
vote. Political actors and other choice architects can influence these young people to make an
informed decision about who to vote for by using behavioral economic concepts like anchoring,
framing, default choices, loss aversion, and herding.

IS researchers have used the concepts of central versus peripheral cues to investigate
the impact of each cue on the usefulness of the review. For example, some research considers
the textual characteristics of online reviews to be central cues and has tested their effects on
review usefulness (Aghakhani et al., 2021). According to Boyte (2020), it is possible to alter policy
complexity to see if using peripheral cues to compensate for a complicated or ambiguous central
cue is an adaptive process. The peripheral cue might be modified to stand in for other candidates'
real-world signals, such as charisma.

Due to modern voters having low political involvement they may be susceptible to
peripheral cues especially the youth who are not politically involved. A study by Abid et al. (2019)
suggest that central route is less influential than peripheral route since both source credibility and
argument quality had no significant effects on voters’ attitude. Furthermore, lengthy and visual
contents are effective, the impacts of popularity and volume of comments may be connected to
bandwagon effects and social influence. Visuals are a preferred media type on social media and
are employed to evoke emotions using political symbolism, the content’s perception is influenced
by content curation and creation. They also assessed that modern voters are emotionally driven
and have low political involvement. In terms of the preference of the first-time voters, Abiera, et
al. (2022) stated that the most significant characteristics of a candidate that first-time voters look
for are a clear record, educational background, leadership experience, and platforms.

A type of peripheral cue which is endorsement may influence voters’ attitude towards
candidates. A study made by Chou (2014), shows that young independent voters prefer political
endorsement ads to general political ads This may be because the voters lack political knowledge
and experience, the celebrities and non-celebrities for both ads may act as a type of decision
reference that helps form their attitude. Additionally, endorser types have a significant impact on
the voters’ response, party ads by common citizens or an entertainer provides better results than
political figure endorsement. Moreover, common citizen endorsements are much more effective
than entertainer endorsements.

Election integrity is gravely threatened by social influence (Wilder & Vorobeychik, 2017).
Particularly around the time of national general elections, social media has a significant impact
on politics. The impact of social media on politics and voting intentions among young people using
social media seems vital and innovative to handle novel developments in the country's future
election process (Butt et al., 2021). According to the findings of Abiera, et al. (2022) A first-time
voter's preferences can be greatly influenced by their family, school, peers, and political parties.
Making social influence a peripheral cue that influences the youth’s behavior towards candidate.

According to Schoen and Schumann (2007), personality traits is an important factor in

explaining elite behavior according to political psychology. Personality traits do have an impact
on partisan attitudes and vote choice, so it is reasonable to consider personality traits as factors
that shape partisan attitudes and voting behavior. Another study made by Falcão et al. (2023),
also stated that candidates are now key players in politics as evaluation of their personality traits
is a major factor in political outcomes. When making political decisions and how they will act in
political positions, voters use personality traits as cues. This just means that personality traits are
an important factor to consider in shaping voters’ attitude.

Voters exposed to emotional appeals elicited by candidates are more likely to participate
on the candidate’s behalf. An emotional candidate no matter what emotion is expressed will have
an increase of participation especially amongst the most politically sophisticated (Jones et al.,
2013). Another study made by Brader (2005) stated that emotionally evocative ads change the
manner in which voters make decisions. The power of ads seems to come in eliciting emotions
while delivering an argument that screams “vote for me”. This is supported by the findings of
another study made by Gerbaudo (2019) which shows that the engagement for a political page
is driven by the emotional strength of the messaging.

Due to the rise of the internet and other technological advancements, people can access
news anywhere at any time. This also gives them the opportunity to scout and see the faces of
famous people. A study says that they support the idea that a candidate’s face affects election
outcomes. Concurrently, given the rise of media presence, audiences are most likely to encounter
candidates’ images. They might pick up on the peripheral cues derived from politicians' faces
when making a decision, especially lowly involved voters (Marcinkowski et al., 2017). The study
that Lawson et al. (2010) made also had the same findings. They stated that appearance is a
powerful arbiter of politicians’ success. They also stated that this dependence on appearance is
a product of numerous factors such as mass media, posters or from photographs in the ballot
themselves. Another study made by Carpinella and Johnson (2016), also suggests that the impact
of appearance-based cues on candidates’ electoral success is robust. It is shown that judgements
of candidates’ competence based solely on their facial appearance is the strongest predictor of
their electoral success. Furthermore, attractiveness also predicts electoral success, incidentally,
highly attractive candidates were judged to be more competent than less attractive candidates.

Synthesis

To summarize these studies, firstly, we look at the importance of youths’ participation and
political involvement during the recent years. Second, the studies explain Elaboration Likelihood
Model (ELM) and its application in the political sense, it is also explained here the difference and
importance of peripheral cues in shaping the youth’s attitude who are lowly involved in terms of
politics. Lastly, the studies show different peripheral cues who may influence the voters’ attitude
and preference.

Teenagers gain political consciousness via the environments and interactions in their daily
life and as they grow, they become more aware of things around them and politics is no exception.
In nature young people are politically interested wherein they have their own critical views about
elections and candidates. Due to the growth of technology and the internet young people can
access the news and be updated from anywhere and at any point in time. It should also be noted
that this helps us share and get information easily. With this young people are now more engage
and may trigger political interests among youths. Research suggests that it is necessary for the
development of adolescence to integrate with society.

Elaboration Likelihood Model (ELM) explains how people process information and
persuasive message presented to them. With this model we can explain the characteristics of an
effective persuasive communication. This can be applied into politics as they use persuasion to
sway voters into voting them. According to studies, lowly involved voters are more likely to be
susceptible to peripheral cues, youths in particular as they have low political involvement. Youths
nowadays are more exposed to news and information which may be a cause for behaviors of
young people.

According to the studies, peripheral cues can bring a change in the behavior of voters.
Firstly, a lot of voters can be influenced by a candidate’s appearance, studies states that highly
attractive candidates were judged to be more competent. This dependence may be influenced by
the media and photographs. Secondly, personality traits are another peripheral cue that
influences voters. According to studies personality traits should a factor to be considered in
shaping the voter’s attitude. Thirdly, endorsement is also a factor to be consider in influencing
voters. Endorser types also has a significant effect. Fourthly, voters who are shown emotional
appeal by candidates will most likely participate on the candidate’s behalf. Lastly, social influence
is a major factor in the behavior of voters especially today where technology and the internet
exist. We cannot just be influenced by our peers and family but also social media. Overall, the
studies shows that physical appearance, personality traits, endorsement, emotional appeal, and
social influence as peripheral cues that shapes voters’ attitudes.
 Chapter 3

RESEARCH METHODOLOGY

RESEARCH DESIGN

This study uses phenomenological type of qualitative research to explore the influence of
peripheral cues on youth’s preferred candidate in the presidential election. Furthermore, this will
give the researchers an in-depth understanding of the influence and relationship of peripheral
cues on youth.

RESEARCH RESPONDENTS

Our study aims to explore the perspectives of high school students in Dr. Carlos S.
Lanting College on choosing their preferred candidate. The research respondents for this study
will be senior high school students from the said institution. The researchers chose this
particular group of individuals due to their unique position in society. As they transition from
adolescence to adulthood, they are beginning to form their own opinions and beliefs about
various social issues, including politics. By understanding their perspectives on choosing their
preferred candidate, we can gain insights into the factors that influence their decision-making
process, such as personal values, family background, and socio-economic status. Through this
study, we hope to contribute to the knowledge on the youth's political engagement and decision-
making in the Philippines.

POPULATION AND SAMPLING

The researchers will be using Convenience Sampling Method. Convenience Sampling

Method is a non-probability sampling that is frequently applied in clinical and qualitative research.
For qualitative research, this method depends on the motivation of the possible respondents
which makes the study susceptible to motivation bias. The urge to promote one's own views,
convey a dissatisfied point of view, or express interest in the research topic may be the main
reason for participation (Stratton, 2021).

The researchers will apply Convenience Sampling Method to seek respondents who are
willing to give their views about how the peripherical cues influence their preference on
presidential candidates. The researchers will be seeking respondents only from Junior and Senior
High School Students.

RESEARCH ENVIRONMENT

The researchers chose Dr. Carlos S. Lanting College, located in Tandang Sora Avenue,
Sangandaan, Novaliches, Quezon City, for their research environment. The location of the
college is easily accessible, making it convenient for the research team to conduct surveys,
interviews, and other data-gathering activities as it is where the researchers are enrolled as
well as their target respondents. Moreover, Dr. Carlos S. Lanting College has a strong academic
reputation and a commitment to providing quality education to its students. This reputation
ensures that the research findings will be of high quality and relevance.

RESEARCH INSTRUMENTATION

In this study, the researchers will use researcher-made questions to gather information
from the Junior and Senior High School students where they will conduct a face-to-face interview
or a survey through Google Forms to gather information that consists of two (2) parts. The first
part is about the demographic information of the participants — age, gender, and grade and
section. The second part is where the participants will answer some questions about how the
peripheral cues influence their preference in the presidential election that may have some follow-
up questions that will depend on the participants’ answer.

VALIDATION OF INSTRUMENT

To validate the questionnaire, the researchers will compile important information from
the literature concerning the influence of peripheral cues on the preferred presidential
candidates of the youth. The research adviser will get the first draft of the research instrument
for editing and revision recommendations. A content and a language validator will confirm it in
more detail. The instrument will be revised to include the suggestions made by the
aforementioned people. The data collection for the mentioned research instruments will start
after any necessary adjustments. The researchers will attempt to conduct face-to-face interview
with the respondents or distribute the questions by the means of Google Forms.

RESEARCH PROCEDURE

The researchers aim to determine how the peripheral cues influence the decision of the
youth in selecting their preferred presidential candidate. They search for different works of
literature and theories from authors who may help them contextualize the information pertaining
to the present topic under discussion in the research paper. Thus, they found out that the youth’s
preference on presidential candidates could be influenced by the peripheral cues from the
Elaboration Likelihood Method. Furthermore, they compiled and organized different studies and
articles related to the study that they found on the internet for the review of related literature. In
Chapter 3, the researchers determine the research design, the respondents, the sampling
method to be used, research environment, and instrumentation.

DATA GATHERING PROCEDURE

These are the essentials that researchers will use to collect data and information for this
study. The tools and methods employed could contribute to conducting the study possible.

Interview. In order to acquire crucial information and data for this study, the researchers will
interview the respondents.

Survey. The researchers will also perform surveys in order to collect precise data and information
from respondents by asking pertinent questions.

DATA ANALYSIS

Thematic analysis is a qualitative analysis method for identifying and analyzing patterns
or themes in data. In analyzing and understanding experiences and thoughts in a data, thematic
analysis is an appropriate method (Kiger & Varpio, 2020) In this study, thematic analysis will be
used to analyze the interview and questionnaire data to identify patterns and themes related to
peripheral cues that influences youth's preference and their attitude towards candidates. With
thematic analysis we will then interpret the themes and discuss them according to our research
objectives and questions, this will provide insight into how peripheral cues influence youth's
preferred candidate in the presidential election.
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