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EN
The aim of the present article is to review research concerning morality and competence as two dimen¬sions of social perception. Starting from explanation why these dimensions play such a big role in process of person perception, I will try to explain differences in patterns of inferences about traits of morality and competence by referring to actor and observer perspectives. Next I will present research that demonstrates determinants and conseąuences of perceiving the world through the perspective of morality. The closing part of present work contains description of research, in which morality and competence were shown as dimensions of group perception.
EN
Two experiments investigated effects of political messages’ ambiguity on the formation of electoral preferences. The first was focused on a situation wherein positive, negative and semantic ambiguity appeal strategies were used in a presented message. Results partially confirmed hypotheses and indicated that an ambiguous message isn’t very effective in the formation of desired electoral preferences. In the second experiment, messages consistent or inconsistent with Ss’ views and messages with ambiguous argumentation were analyzed. Results suggest that a strategy of ambiguity applied by politicians may be beneficial if the point is to avoid recipients’ objections. But the consequences of ambiguity for assessments of politicians’ credibility and voter intentions are negative. Furthermore, cause and effect processes leading to the formation of electoral support and connected with processing of information from political messages and from images are clearly different when a message is unambiguous and when a message is ambiguous.
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