close× Call Us
Title Parallel Ads to Mint Partisans
Post date 11/26/2018
C1 Background and Explanation of Rationale

In late October and early November 2018, a two-wave survey experiment was conducted to evaluate the effects of eight original 30-second video advertisements on political party identification. The experiment was conducted over Amazon’s Mechanical Turk service.

Building on past experiments, this experiment was designed to evaluate whether video messages can increase party identification. The experiment tests eight ads, four of which were meant to increase identification with the Democratic Party and four meant to increase identification with the Republican Party.

Each of the ads tests one of four theories about partisan identification. For each motivating theory, two ads were produced, one for Republicans and the other for Democrats. The scripts are almost entirely the same, while the party being promoted varies. Some ads test performance¬, or whether claims to superior performance when a party is in office can increase identification with that party. Other ads test persona, or whether the charisma of individual party leaders can increase identification with that party. Still others test social identity, or whether conveying information about the social groups that make up a party’s coalition can increase identification with that party. Finally, other ads test issues, or whether messages which emphasize policies a party supports can increase identification with that party.

C2 What are the hypotheses to be tested?

The principal hypothesis is that exposure to the ads will increase identification with the party being advertised. Our outcome measure will be the 7-point Party ID scale. A one-sided test will be used to assess this hypothesis at alpha .05.

We will also evaluate how the ads affect Party ID when they are grouped by motivating theory and compared to placebo. We do not have strong expectations about which theories, if any, will prove better than others at affecting Party ID.

In addition, we will also measure how the ads affect partisan intensity---that is, how strongly people feel about their attachment to a political party. Details appear below.

C3 How will these hypotheses be tested? *

See attached.

C4 Country United States
C5 Scale (# of Units) 1082
C6 Was a power analysis conducted prior to data collection? Yes
C7 Has this research received Insitutional Review Board (IRB) or ethics committee approval? Yes
C8 IRB Number Columbia IRB AAAR7443
C9 Date of IRB Approval not provided by authors
C10 Will the intervention be implemented by the researcher or a third party? Researchers
C11 Did any of the research team receive remuneration from the implementing agency for taking part in this research? No
C12 If relevant, is there an advance agreement with the implementation group that all results can be published? not provided by authors
C13 JEL Classification(s) not provided by authors