LAUSR

Due to its important practical implications, there has been a growing number of studies on framing conducted by scholars from various research domains. There has been, however, no paper that would provide a comprehensive overview of various moderators and mediators of the effect. The aim of this paper is to address this research gap, concentrating on psychological moderators and mediators of framing characteristic for political marketing. The paper consists of three parts. In the first part, the concepts of framing, priming and agenda-setting as well as the similarities and differences between them are presented in order to resolve common terminological inconsistencies. In the second, we discuss the moderating role of such variables as knowledge, trust in media and values on framing effect. In the third section, psychological mechanisms that underlie framing and priming are reviewed. Here, cognitive mediators such as accessibility and applicability effects are presented, followed by the discussion of the moderating and mediating role of emotions in framing effects, with special attention given to positive-negative asymmetry observed in the evaluation of political candidates and events. Finally, implication for political brand management are discussed. Our findings can be relevant for politicians, specialists dealing in political brand image and scholars studying framing effects.