The Effects of Targeted Campaign Messages on Candidate Evaluations

Abstract

Campaigns use different strategies across communication channels. How does this affect voters? What are the consequences of being exposed to targeted campaign messages? How do voters react when they are exposed to campaign messages that are aimed at different voters? Does mistargeting always punish candidates or does it reward them under certain conditions? In a survey experiment relying on a sample of 1137 U.S. adults, participants evaluated a fictional candidate running for the U.S. Senate after being exposed to various sets of campaign messages originally delivered via e-mail and TV. A fictional candidate was used to prevent the effects of prior knowledge while the campaign information given to the participants was based on a real campaign’s e-mails and television ads to achieve a degree of realism. Voters perceive the same candidate differently depending on the messages they receive. Politicians may benefit or suffer from mistargeting.