Mobilization effects using mail

Social pressure, descriptive norms, and timing

Gregory Roy Murray, Richard E. Matland

Research output: Contribution to journalArticle

14 Citations (Scopus)

Abstract

We use field experiments in Texas and Wisconsin to address voter mobilization and turnout by evaluating nonpartisan get-out-the-vote (GOTV) messages delivered via mail during 2010 gubernatorial campaigns. We manipulate three factors in the messages: social pressure, descriptive- and injunctive-voting norm consistency, and message timing. The results present an initial field-based confirmation that norm-consistent messages increase turnout; demonstrate significant message timing effects, which are mediated by state election rules; and indicate social pressure's effectiveness varies significantly more than previously found. These diverse findings suggest researchers place a greater emphasis on context when evaluating experiments and the effects of mobilization messages.

Original languageEnglish (US)
Pages (from-to)304-319
Number of pages16
JournalPolitical Research Quarterly
Volume67
Issue number2
DOIs
StatePublished - Jan 1 2014

Fingerprint

mobilization
voter
experiment
voting
campaign
election

Keywords

  • Field experiment
  • Social norms
  • Social pressure
  • Voter mobilization
  • Voter turnout

ASJC Scopus subject areas

  • Sociology and Political Science

Cite this

Mobilization effects using mail : Social pressure, descriptive norms, and timing. / Murray, Gregory Roy; Matland, Richard E.

In: Political Research Quarterly, Vol. 67, No. 2, 01.01.2014, p. 304-319.

Research output: Contribution to journalArticle

@article{75d5ce590b0943198092bb275e01fe50,
title = "Mobilization effects using mail: Social pressure, descriptive norms, and timing",
abstract = "We use field experiments in Texas and Wisconsin to address voter mobilization and turnout by evaluating nonpartisan get-out-the-vote (GOTV) messages delivered via mail during 2010 gubernatorial campaigns. We manipulate three factors in the messages: social pressure, descriptive- and injunctive-voting norm consistency, and message timing. The results present an initial field-based confirmation that norm-consistent messages increase turnout; demonstrate significant message timing effects, which are mediated by state election rules; and indicate social pressure's effectiveness varies significantly more than previously found. These diverse findings suggest researchers place a greater emphasis on context when evaluating experiments and the effects of mobilization messages.",
keywords = "Field experiment, Social norms, Social pressure, Voter mobilization, Voter turnout",
author = "Murray, {Gregory Roy} and Matland, {Richard E.}",
year = "2014",
month = "1",
day = "1",
doi = "10.1177/1065912913499234",
language = "English (US)",
volume = "67",
pages = "304--319",
journal = "Political Research Quarterly",
issn = "1065-9129",
publisher = "SAGE Publications Inc.",
number = "2",

}

TY - JOUR

T1 - Mobilization effects using mail

T2 - Social pressure, descriptive norms, and timing

AU - Murray, Gregory Roy

AU - Matland, Richard E.

PY - 2014/1/1

Y1 - 2014/1/1

N2 - We use field experiments in Texas and Wisconsin to address voter mobilization and turnout by evaluating nonpartisan get-out-the-vote (GOTV) messages delivered via mail during 2010 gubernatorial campaigns. We manipulate three factors in the messages: social pressure, descriptive- and injunctive-voting norm consistency, and message timing. The results present an initial field-based confirmation that norm-consistent messages increase turnout; demonstrate significant message timing effects, which are mediated by state election rules; and indicate social pressure's effectiveness varies significantly more than previously found. These diverse findings suggest researchers place a greater emphasis on context when evaluating experiments and the effects of mobilization messages.

AB - We use field experiments in Texas and Wisconsin to address voter mobilization and turnout by evaluating nonpartisan get-out-the-vote (GOTV) messages delivered via mail during 2010 gubernatorial campaigns. We manipulate three factors in the messages: social pressure, descriptive- and injunctive-voting norm consistency, and message timing. The results present an initial field-based confirmation that norm-consistent messages increase turnout; demonstrate significant message timing effects, which are mediated by state election rules; and indicate social pressure's effectiveness varies significantly more than previously found. These diverse findings suggest researchers place a greater emphasis on context when evaluating experiments and the effects of mobilization messages.

KW - Field experiment

KW - Social norms

KW - Social pressure

KW - Voter mobilization

KW - Voter turnout

UR - http://www.scopus.com/inward/record.url?scp=84905114754&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=84905114754&partnerID=8YFLogxK

U2 - 10.1177/1065912913499234

DO - 10.1177/1065912913499234

M3 - Article

VL - 67

SP - 304

EP - 319

JO - Political Research Quarterly

JF - Political Research Quarterly

SN - 1065-9129

IS - 2

ER -