Article

Campaign Effects on Vote Choice

D. Sunshine Hillygus

in The Oxford Handbook of American Elections and Political Behavior

Published in print February 2010 | ISBN: 9780199235476
Published online May 2010 | | DOI: http://dx.doi.org/10.1093/oxfordhb/9780199235476.003.0018

Series: Oxford Handbooks of American Politics

 Campaign Effects on Vote Choice

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This article describes how far the literature of campaign effects on vote choice has come, and where it should go. It seems clear that the effects of campaigns are more constrained than often is presented in the media. Moreover, the state of research regarding the influence of campaigns on vote choice (rather than turnout), including campaign effects due to citizen learning, campaign priming, and, more directly, voter persuasion, is discussed. The recent evidence of campaign effects largely reflects the availability of better data and more sophisticated research designs. In addition to individual-level variation in the way voters process campaign information, there is also variation in the particular campaign messages they receive. The great variation in candidate strategy and voter decision making should be viewed as both an opportunity and challenge for campaign scholars.

Keywords: vote choice; citizen learning; campaign priming; voter persuasion; campaign messages; candidate strategy; voter decision making

Article.  8178 words. 

Subjects: Politics ; US Politics ; Political Behaviour

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