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“You've Gone Too Far”: Social Pressure Mobilization, Reactance, and Individual Differences

“You've Gone Too Far”: Social Pressure Mobilization, Reactance, and Individual Differences Important theoretical strides have been made in understanding how to mobilize voters. One especially promising technique encourages voting by suggesting to people their compliance with social norms to vote is being monitored. While several studies register increases in turnout with social pressure techniques, campaigns have failed to adopt them. Our previous research suggests this may be because of voter backlash against these techniques. In this article, we delve more deeply into partisan, sex, and age differences in voter backlash effects in an effort to identify subgroups that may not react to campaigns mobilizing their supporters by using these powerful techniques. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal Of Political Marketing Taylor & Francis

“You've Gone Too Far”: Social Pressure Mobilization, Reactance, and Individual Differences

19 pages

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References (41)

Publisher
Taylor & Francis
Copyright
Copyright © Taylor & Francis Group, LLC
ISSN
1537-7865
eISSN
1537-7857
DOI
10.1080/15377857.2015.1086135
Publisher site
See Article on Publisher Site

Abstract

Important theoretical strides have been made in understanding how to mobilize voters. One especially promising technique encourages voting by suggesting to people their compliance with social norms to vote is being monitored. While several studies register increases in turnout with social pressure techniques, campaigns have failed to adopt them. Our previous research suggests this may be because of voter backlash against these techniques. In this article, we delve more deeply into partisan, sex, and age differences in voter backlash effects in an effort to identify subgroups that may not react to campaigns mobilizing their supporters by using these powerful techniques.

Journal

Journal Of Political MarketingTaylor & Francis

Published: Oct 2, 2015

Keywords: backlash; campaigns; experiment; GOTV; privacy; reactance; social norms; social pressure; turnout; voter mobilization

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