Effects of common campaign appeals on yard signs commitments: exploratory analysis of three field experiments
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[1] High Point University
High Point University
Township of High Point, Estados Unidos
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- Localización: Southern communication journal, ISSN 1041-794X, Vol. 86, nº 3, 2021, págs. 268-277
- Idioma: inglés
- Texto completo no disponible (Saber más ...)
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Resumen
This study explores the effect of common broad appeals on a regular campaign activity: securing yard signs commitments. In 2013 and 2014, volunteers delivered three messages (hometown, policy [public safety], and partisan) to registered voters across three local races (Democratic municipal, Democratic state legislative, and Republican municipal) in a North-eastern state. Voters exposed to the hometown message were more likely to make an immediate commitment to display a yard sign than those exposed to a partisan appeal (OR 1.69; 95% CI 1.01–2.04). This effect held for the Republican municipal setting only (OR 2.14; 95% CI 1.06–4.33). An appeal that taps into the “friends and neighbors” theory may increase the odds of commitment and may be effective within certain campaign settings.
