Considerable work has been devoted to studying voter behavior in U.S. presidential elections by analyzing their political participation and attitude toward political advertising. Less is known about how other factors may alter voter behavior like personality traits and use of information and communication technology (ICT). This study analyzes vote likelihood among American young voters and their parents (N = 674) after they watched four presidential campaign commercials . It proposes a hierarchical mediation model highlighting the need for cognition (NFC) impact on vote likelihood through the mediation of power use of ICT applications, political participation and trust in negative advertising. This study has revealed both the direct effect of NFC on vote likelihood, and the indirect relationship between NFC and vote likelihood that is mediated by power use of ICT applications. The findings should enrich the literature of vote likelihood by highlighting the effects of need for cognition and ICT usage.

通过分析选民的政治参与和对政治广告的态度，人们致力于研究选民在美国总统选举中的行为。对于其他因素如何改变投票人的行为（例如人格特质和信息和通信技术（ICT）），人们所知甚少。这项研究分析了美国年轻选民及其父母之间的投票可能性（N= 674）之后，他们观看了四个总统竞选广告。它提出了一种分层调解模型，该模型强调了通过调解ICT应用的动力使用，政治参与以及对负面广告的信任，认识到（NFC）对投票可能性的影响的必要性。这项研究揭示了NFC对投票可能性的直接影响，以及NFC和投票可能性之间的间接关系，这种间接关系是由ICT应用的电力使用介导的。这些发现应通过强调认知和使用ICT的影响来丰富投票可能性的文献。