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An Experimental Field Study of the GOTV and Persuasion Effects of Partisan Direct Mail and Phone Calls

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

References

• Gerber, A. S. 2004. Does campaign spending work? American Behavioral Scientist 47 (5): 541-574.[Abstract]
• Gerber, A. S., and D. P. Green. 2000. The effects of canvassing, direct mail and telephone contact on voter turnout: a field experiment. American Political Science Review 94 (3): 653-664.[CrossRef][Web of Science]
• Gerber, A. S., D. P. Green, and M. Green. 2003. Partisan mail and voter turnout: Results from randomized field experiments. Electoral Studies 22 (4): 563-579.
• McNulty, M. E. 2003.Partisan get-out-the-vote drives and turnout. Paper presented at annual meeting of the Midwest Political Science Association, April.

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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This Article Abstract Free Full Text (Free PDF) Free Alert me when this article is cited Alert me if a correction is posted Citation Map Services Email this article to a friend Similar articles in this journal Similar articles in Web of Science Alert me to new issues of the journal Add to Saved Citations Download to citation manager Request Permissions Request Reprints Add to My Marked Citations Citing Articles Citing Articles via HighWire Citing Articles via Web of Science (9) Citing Articles via Google Scholar Citing Articles via Scopus Google Scholar Articles by Cardy, E. A. Search for Related Content Social Bookmarking                         What's this?