Replication Data for: Brand Cues as a Source of Perceived Media Bias (doi:10.7910/DVN/49LZVL)

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Part 2: Study Description
Part 3: Data Files Description
Part 4: Variable Description
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Replication Data for: Brand Cues as a Source of Perceived Media Bias

doi:10.7910/DVN/49LZVL

Harvard Dataverse

2026-02-11

1

Peisakhin, Leonid; Lai, Ruilin; Sheen, Greg Chih-Hsin, 2026, "Replication Data for: Brand Cues as a Source of Perceived Media Bias", https://doi.org/10.7910/DVN/49LZVL, Harvard Dataverse, V1, UNF:6:bRauPt/XXIcWJnQkF6NlRw== [fileUNF]

Replication Data for: Brand Cues as a Source of Perceived Media Bias

doi:10.7910/DVN/49LZVL

Peisakhin, Leonid (New York Univeristy Abu Dhabi)

Lai, Ruilin (Washington University in St Louis)

Sheen, Greg Chih-Hsin (Academia Sinica)

Harvard Dataverse

Lai, Ruilin

Lai, Ruilin

2026-02-07

https://doi.org/10.7910/DVN/49LZVL

Social Sciences

Substantive content of reporting in partisan media is believed to be the main source of media bias. In contrast, we demonstrate that brand cues are an alternative, and often overlooked, such source. We show that consumers assume reporting to be biased based solely on their preconceived ideas about news brands and not on the substance of reporting. The evidence comes from a survey experiment in Taiwan where we attribute the same set of articles to leading newspaper brands that are deemed to be partisan. We find that the brand cue effects are driven primarily by partisans, as moderates are not susceptible. This study is the first test of brand cue effects in a non-student sample outside of the United States.

<a href="http://creativecommons.org/publicdomain/zero/1.0">CC0 1.0</a>

• Number of cases: 1642

• No. of variables per record: 34

• Type of File: text/tab-separated-values

UNF:6:bRauPt/XXIcWJnQkF6NlRw==

• ResponseId - ResponseId
• duration - duration
• article1_rating - article1_rating
• article1_condition - article1_condition
• article2_rating - article2_rating
• article2_condition - article2_condition
• article3_rating - article3_rating
• article3_condition - article3_condition
• article4_rating - article4_rating
• article4_condition - article4_condition
• article5_rating - article5_rating
• article5_condition - article5_condition
• article6_rating - article6_rating
• article6_condition - article6_condition
• female - female
• age - age
• education - education
• trust_media - trust_media
• trust_socialmedia - trust_socialmedia
• political_interest - political_interest
• feeling_DPP - feeling_DPP
• feeling_KMT - feeling_KMT
• feeling_TPP - feeling_TPP
• feeling_invalid - feeling_invalid
• feeling_DPP_positive - feeling_DPP_positive
• feeling_KMT_positive - feeling_KMT_positive
• feeling_TPP_positive - feeling_TPP_positive
• feeling_DPP_neutral - feeling_DPP_neutral
• feeling_KMT_neutral - feeling_KMT_neutral
• feeling_TPP_neutral - feeling_TPP_neutral
• vote_DPP - vote_DPP
• vote_KMT - vote_KMT
• vote_TPP - vote_TPP
• vote_none - vote_none

f13451577 Location:

Summary Statistics: Valid 1642.0; StDev 554.7494647145769; Mean 964.6863580998777; Max. 1931.0; Min. 3.0;

Variable Format: numeric

Notes: UNF:6:hVx+JtOab+Fz0BYkl1ryew==

f13451577 Location:

Summary Statistics: Mean 6653.949451887906; Min. 42.0; Max. 696069.0; Valid 1642.0; StDev 39397.279242377794

Variable Format: numeric

Notes: UNF:6:lv7f4Fqp3ZBhPwY5kaaZGA==

f13451577 Location:

Summary Statistics: Max. 10.0; Valid 1609.0; Mean 4.961466749533873; Min. 0.0; StDev 2.410540047363811

Variable Format: numeric

Notes: UNF:6:DZ73h1OHFmdTxTt7XRlzuw==

f13451577 Location:

Variable Format: character

Notes: UNF:6:zP1l4ezBvL0c4fn7tbwk3w==

f13451577 Location:

Summary Statistics: Max. 10.0; Mean 4.925902864259028; Valid 1606.0; Min. 0.0; StDev 2.4211146014388154

Variable Format: numeric

Notes: UNF:6:HjiPRAijGKG+uWo8d5Evxg==

f13451577 Location:

Variable Format: character

Notes: UNF:6:BXBnTsoKsSltxVZr4lt6Fg==

f13451577 Location:

Summary Statistics: Mean 4.753894080996884; StDev 2.263748265757325; Valid 1605.0; Min. 0.0; Max. 10.0

Variable Format: numeric

Notes: UNF:6:EiArOry7vf4Sl8oKmT2ixA==

f13451577 Location:

Variable Format: character

Notes: UNF:6:WMd2KFihYM4JZo+vlJ+Dlg==

f13451577 Location:

Summary Statistics: Mean 4.754810676598386; Valid 1611.0; Max. 10.0; StDev 2.5098749340617115; Min. 0.0

Variable Format: numeric

Notes: UNF:6:wgKitKTg7LfOBqyvT9hvWw==

f13451577 Location:

Variable Format: character

Notes: UNF:6:C4s6gsFdvrkE5TzaUPQEng==

f13451577 Location:

Summary Statistics: Max. 10.0; Min. 0.0; Mean 5.356699751861041; Valid 1612.0; StDev 2.4016208114182866

Variable Format: numeric

Notes: UNF:6:Vlydoz9pa/QSbPWJ6c3omA==

f13451577 Location:

Variable Format: character

Notes: UNF:6:gLq8uzhU83O8t71xy4Mqww==

f13451577 Location:

Summary Statistics: StDev 2.6332222064995734; Max. 10.0; Mean 5.259513412351841; Valid 1603.0; Min. 0.0

Variable Format: numeric

Notes: UNF:6:B+n0HWFKI9Abis47csknrA==

f13451577 Location:

Variable Format: character

Notes: UNF:6:D3XNC/miDP8jsIDJrk5rSw==

f13451577 Location:

Summary Statistics: StDev 0.5001256974131264; Max. 1.0; Mean 0.5051860890787074; Valid 1639.0; Min. 0.0

Variable Format: numeric

Notes: UNF:6:Ri3OAeyVF1gTGFBoCYEC6w==

f13451577 Location:

Summary Statistics: StDev 1.4035414557957044; Valid 1642.0; Min. 1.0; Max. 5.0; Mean 3.14250913520097

Variable Format: numeric

Notes: UNF:6:RCFOP8ITNhB6fIcAw4/wsw==

f13451577 Location:

Summary Statistics: Valid 1204.0; Max. 7.0; Min. 1.0; StDev 1.005950212690913; Mean 4.799003322259136

Variable Format: numeric

Notes: UNF:6:gVZCQ4vnBLV9W2c+83C1+g==

f13451577 Location:

Summary Statistics: Valid 1642.0; StDev 0.6277909529012009; Max. 4.0; Mean 2.3294762484774667; Min. 1.0

Variable Format: numeric

Notes: UNF:6:914JgWC0NS3gi4o/me+Vdw==

f13451577 Location:

Summary Statistics: Mean 2.2095006090133986; StDev 0.5944757831344589; Valid 1642.0; Max. 4.0; Min. 1.0;

Variable Format: numeric

Notes: UNF:6:8WqUVUtABhuS5HNTIVvJEw==

f13451577 Location:

Summary Statistics: Valid 1642.0; Max. 4.0; Min. 1.0; Mean 2.5475030450669918; StDev 0.7770295955582442

Variable Format: numeric

Notes: UNF:6:TE4jhB07ez1gvgjcjxkFhg==

f13451577 Location:

Summary Statistics: Max. 10.0; Min. 0.0; Valid 1642.0; StDev 2.9873806872678488; Mean 4.2064555420219225

Variable Format: numeric

Notes: UNF:6:Lr0AUdvpypi+WVw9zBMaVA==

f13451577 Location:

Summary Statistics: Min. 0.0; StDev 2.687855829243562; Max. 10.0; Mean 4.345919610231424; Valid 1642.0

Variable Format: numeric

Notes: UNF:6:EhsC5X9uAx2T0GO60GJbKQ==

f13451577 Location:

Summary Statistics: Max. 10.0; StDev 2.71796736992965; Min. 0.0; Valid 1642.0; Mean 3.9244823386114476

Variable Format: numeric

Notes: UNF:6:3GH1SM7HzJLMjrIxrhiVUg==

f13451577 Location:

Summary Statistics: StDev 0.20884508695215778; Mean 0.04567600487210734; Max. 1.0; Min. 0.0; Valid 1642.0

Variable Format: numeric

Notes: UNF:6:szTofhYfRoceREC7tVP8mg==

f13451577 Location:

Summary Statistics: Valid 1642.0; Max. 1.0; Min. 0.0; Mean 0.24969549330085297; StDev 0.43296861397399317;

Variable Format: numeric

Notes: UNF:6:i44nA9qZS4IXoDODpwlnlQ==

f13451577 Location:

Summary Statistics: Valid 1642.0; Mean 0.2143727161997564; StDev 0.4105114925251598; Min. 0.0; Max. 1.0

Variable Format: numeric

Notes: UNF:6:mMZ91OVf/+5E/bTlhAW8dA==

f13451577 Location:

Summary Statistics: Max. 1.0; Min. 0.0; StDev 0.39243004535521336; Valid 1642.0; Mean 0.19001218026796604;

Variable Format: numeric

Notes: UNF:6:c5EqXQhMmK9be78XzbCJBA==

f13451577 Location:

Summary Statistics: Min. 0.0; Mean 0.3361753958587089; Max. 1.0; StDev 0.4725436384518517; Valid 1642.0;

Variable Format: numeric

Notes: UNF:6:mcOHSlkJfXkUYNJyEBh3zg==

f13451577 Location:

Summary Statistics: Max. 1.0; StDev 0.49272106007346916; Mean 0.4141291108404386; Valid 1642.0; Min. 0.0;

Variable Format: numeric

Notes: UNF:6:L3QfcnSyEG9PjU3cvnbGcw==

f13451577 Location:

Summary Statistics: Mean 0.37271619975639436; Min. 0.0; Valid 1642.0; StDev 0.4836747952770351; Max. 1.0

Variable Format: numeric

Notes: UNF:6:o47mnUXcTwxT8O0x6AEH0Q==

f13451577 Location:

Summary Statistics: StDev 0.44604772976171597; Mean 0.27371048252911795; Max. 1.0; Min. 0.0; Valid 1202.0;

Variable Format: numeric

Notes: UNF:6:F7uB90FcROTJNnKHiK58Mw==

f13451577 Location:

Summary Statistics: Max. 1.0; Mean 0.27371048252911795; StDev 0.4460477297617159; Valid 1202.0; Min. 0.0;

Variable Format: numeric

Notes: UNF:6:T/gSWfN4N2IqiWBK1rBgsQ==

f13451577 Location:

Summary Statistics: Max. 1.0; StDev 0.41074483649862037; Valid 1202.0; Mean 0.21464226289517427; Min. 0.0;

Variable Format: numeric

Notes: UNF:6:r/Sa6t5k6RQ0TMoBBk+6Iw==

f13451577 Location:

Summary Statistics: Max. 1.0; StDev 0.40239625497763154; Min. 0.0; Mean 0.2029950083194677; Valid 1202.0;

Variable Format: numeric

Notes: UNF:6:Z1z3sVZdiR2MZS0VAljAmw==

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code.R

type/x-r-syntax

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README.txt

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