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The ANNALS of the American Academy of Political and Social Science
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An Experimental Field Study of the GOTV and Persuasion Effects of Partisan Direct Mail and Phone Calls

Emily Arthur Cardy

This study examines the get-out-the-vote (GOTV) and persuasion effects of partisan direct mail and phone calls on voter behavior. The conclusions are based on experimental field research from a 2002 state gubernatorial primary election. The study finds that neither partisan direct mail nor partisan phone calls, used independently or together, garner significant GOTV or persuasion effects. It also questions the common usage of self reported survey data as a means of evaluating the effectiveness of these types of communications. The findings in this study extend previous research on campaign communications by examining partisan communications and by looking at both the GOTV and persuasion effects of those communications. The results call for further examination of how to most effectively and efficiently communicate with and persuade potential voters.

Key Words: partisan • direct mail • phone calls • voter contact • campaign communication • GOTV • persuasion • campaign • election

The ANNALS of the American Academy of Political and Social Science, Vol. 601, No. 1, 28-40 (2005)
DOI: 10.1177/0002716205278051
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