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Association: Name: American Political Science Association URL: http://www.apsanet.org
Citation: URL: http://www.allacademic.com/meta/p152353_index.html Direct Link: HTML Code:

Peterson, David. "Uncovering the Psychological Mechanism: How Campaigns Matter and Why" Paper presented at the annual meeting of the American Political Science Association, Marriott, Loews Philadelphia, and the Pennsylvania Convention Center, Philadelphia, PA, Aug 31, 2006 <Not Available>. 2011-03-13 <http://www.allacademic.com/meta/p152353_index.html>

Peterson, D. A. , 2006-08-31 "Uncovering the Psychological Mechanism: How Campaigns Matter and Why" Paper presented at the annual meeting of the American Political Science Association, Marriott, Loews Philadelphia, and the Pennsylvania Convention Center, Philadelphia, PA Online <PDF>. 2011-03-13 from http://www.allacademic.com/meta/p152353_index.html

Publication Type: Proceeding Abstract: Two problems, one data-driven one theory driven limit the study of campaign effects. First, it is difficult to separate who voters chose and why from who they would have chosen and why they made that choice had there been no campaign. This is the relevant comparison and most data are simply inappropriate for answering this question because they do not observe how an individual behaved without the campaign. Second, even though we know that campaign effects stem from both persuasion (changing the content of a voter’s attitude ) and heresthetic change or priming (changing the weights applied to or salience of specific determinants of vote choice), there have been nearly no attempts to undercover the underlying psychological mechanisms that lead voters to change which determinants they rely on. In this paper I draw on the recent controversy surrounding the different forms of attitude strength (Miller and Peterson 2004), to suggest that changes in citizens’ uncertainty are the key mediator of campaign effects. The results suggest that persuasion and changes in uncertainty but not ambivalence or importance are responsible for the changes in voters’ decisions during the campaign.

When My Favorite Candidate Opposes My Favorite Position on an Issue: The Effect of Incongruent Messages on Attitude Change Toward the Issue and Toward the Source

The Influence of Campaign Contributions on the Content and Passage of Legislation: Modeling Effects of Campaign Costs, Partisan Strength and Institutional Design in State Legislative Chambers

How Media Bias Affects Attitude Change: Studying Individual-Level Effects of Political Commentary on Changing Party Evaluations during the UK Election Campaign in 2005