The Elements of Political Persuasion: Content, Charisma and Cue | Zendy

Dewan Torun | Zendy; Humphreys Macartan | Zendy; Rubenson Daniel | Zendy

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The Elements of Political Persuasion: Content, Charisma and Cue

Author(s) -

Dewan Torun,

Humphreys Macartan,

Rubenson Daniel

Publication year - 2014

Publication title -

the economic journal

Language(s) - English

Resource type - Journals

SCImago Journal Rank - 4.683

H-Index - 160

eISSN - 1468-0297

pISSN - 0013-0133

DOI - 10.1111/ecoj.12112

Subject(s) - persuasion , charisma , politics , advertising , social psychology , identity (music) , persuasive communication , political advertising , field (mathematics) , psychology , political science , public relations , business , law , mathematics , physics , acoustics , pure mathematics

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.

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