The amount of scholarly attention directed at resolving the question why people turn out to
cast a vote is vast. In a research field dominated by empirical studies–such as the one on …

We review recent empirical evidence that shows political campaigns are more potent than
widely believed, focusing on the conceptual and methodological advances that have …

Evidence across social science indicates that average effects of persuasive messages are
small. One commonly offered explanation for these small effects is heterogeneity …

Content analysis is one of the most important but complex research methodologies in the
social sciences. In this thoroughly updated Second Edition of The Content Analysis …

We present the results of a large, US $8.9 million campaign-wide field experiment,
conducted among 2 million moderate-and low-information persuadable voters in five …

Today we are politically polarized as never before. The presidential elections of 2000 and
2004 will be remembered as two of the most contentious political events in American history …

American public policy has become demonstrably more conservative since the 1960s.
Neither Jimmy Carter nor Bill Clinton was much like either John F. Kennedy or Lyndon …

Providing an in-depth analysis of public opinion, including its origins in political
socialization, its role in the electoral process, and the impact of the media, American Public …

Americans tend to see negative campaign ads as just that: negative. Pundits, journalists,
voters, and scholars frequently complain that such ads undermine elections and even …

The conventional wisdom about negative political campaigning holds that it works, ie, it has
the consequences its practitioners intend. Many observers also fear that negative …