Priming theory’s implementation in media literature suggests that citizens evaluate politicians according to the performance of leaders on issues that are on top of their minds when they formulate their evaluation. This theory is tested by using an integration of a two-wave panel analysis (n=1287) and a parallel content analysis in Denmark. In this study, we are interested in the issue of economy and how change in economic evaluations of the government is influencing overall governmental evaluations according to economic news exposure. In addition, the impact of economic sophistication in the aforementioned relationship is measured using a moderated mediation. Results suggest that priming effects do occur and they are stronger for the less sophisticated citizens on economic affairs.
