“You’ve gone too far”: Social pressure mobilization, reactance, and individual differences

Gregg R. Murray, Richard E. Matland

Research output: Contribution to journalArticle

3 Scopus citations

Abstract

Important theoretical strides have been made in understanding how to mobilize voters. One especially promising technique encourages voting by suggesting to people their compliance with social norms to vote is being monitored. While several studies register increases in turnout with social pressure techniques, campaigns have failed to adopt them. Our previous research suggests this may be because of voter backlash against these techniques. In this article, we delve more deeply into partisan, sex, and age differences in voter backlash effects in an effort to identify subgroups that may not react to campaigns mobilizing their supporters by using these powerful techniques.

Original languageEnglish (US)
Pages (from-to)333-351
Number of pages19
JournalJournal of Political Marketing
Volume14
Issue number4
DOIs
Publication statusPublished - Jan 1 2015
Externally publishedYes

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Keywords

  • Backlash
  • Campaigns
  • Experiment
  • GOTV
  • Privacy
  • Reactance
  • Social norms
  • Social pressure
  • Turnout
  • Voter mobilization

ASJC Scopus subject areas

  • Sociology and Political Science
  • Marketing

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