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By activating populist attitudes, populist parties have boosted their electoral success across Europe. Against this backdrop, this study investigates how populist political communication activates message-congruent dimensions of populist attitudes across a variety of European countries. Specifically, we zoom in on (a) anti-establishment attitudes, (b) perceptions of a homogeneous people and, (c) preferences for popular sovereignty. We conducted an extensive 15-country experiment (N = 7,271) examining the effects of two key elements of populist messages: (1) stressing the centrality of “ordinary” people, and (2) blaming the “corrupt” elites. Ceteris paribus, multilevel analyses demonstrate that messages stressing the centrality of the ordinary people increase all dimensions of populist attitudes. In contrast, anti-elite messages activate anti-establishment attitudes only for those individuals with lower levels of formal education and extreme positions on the ideological left-right spectrum. Country-level differences in the persuasiveness of populist messages are discussed. Our findings suggest that populist political communication plays a key role in activating populist attitudes across Europe.

The Effects of Populist Identity Framing on Populist Attitudes Across Europe: Evidence From a 15-Country Comparative Experiment