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The elements of political persuasion: content, charisma and cue

Dewan, Torun, Humphreys, Macartan and Rubenson, Daniel (2014) The elements of political persuasion: content, charisma and cue. The Economic Journal, 124 (574). F257-F292. ISSN 0013-0133

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Political campaigns employ complex strategies to persuade voters to support them. We analyse the contributions of elements of these strategies using data from a field experiment that randomly assigned canvassers to districts, as well as messaging and endorsement conditions. We find evidence for a strong overall campaign effect and show effects for both message-based and endorsement-based campaigns. However, we find little evidence that canvassers varied according to their persuasive ability or that endorser identity matters. Overall the results suggest a surprisingly muted role for idiosyncratic features of prospective persuaders.

Item Type: Article
Official URL:
Additional Information: © 2013 Royal Economic Society
Library of Congress subject classification: J Political Science > JC Political theory
Sets: Departments > Government
Funders: London School of Economics and Ryerson University, Columbia University
Date Deposited: 12 Mar 2014 08:50

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