The theory generally states that people seek out and remember information that provides cognitive support for their pre-existing attitudes and beliefs.
The main assumption that guides this theory is that people do not like to be wrong and often feel uncomfortable when their beliefs are challenged.
Quite simply, this theory notes that a behavior will continue with a certain level of frequency based on pleasant or unpleasant results.
Part of the reason why undecided voters are frequent message targets can be found in reinforcement theory.
Reinforcement theory predicts that people with already developed opinions will selectively attend to and cognitively incorporate information that supports their own views.
In fact, Lazarsfeld, Berelson, and Gaudet (1948) found selective exposure early on to be a necessary link in their theory that campaigns primarily reinforce and activate preexisting political notions.
This process simply means that people skew their perceptions to coincide with what they desire (Johnson-Cartee & Copeland, 1997).
The selective perception discussed here, however, is done in order to reduce dissonance with previously held beliefs (Wheeless, 1974).
Several communication theories use this assumption of skewed perception as their basis (i.e., hostile media phenomenon, third-person effect).
Voters will ignore any common stances on issues with the opposition, and thus scorch the opponent on one main idea (Falcon, 2012).
In general, most people are unable to accurately recall current event information presented on the news.
Gunter (1991) found that only about 5% of television news viewers could accurately recall details of what they saw a short time after the newscast.
Although additional variables such as news presentation and format affect information retention, people generally can better remember messages that are consistent with their own attitudes and beliefs (Wheeless, 1974).
Prior research found that a candidate's supporters could more easily bring to mind his/her political ad than the opponent's.