Text Messages as Mobilization Tools: The Conditional Effect of Habitual Voting and Election Salience

DSpace/Manakin Repository

Text Messages as Mobilization Tools: The Conditional Effect of Habitual Voting and Election Salience

Citable link to this page

 

 
Title: Text Messages as Mobilization Tools: The Conditional Effect of Habitual Voting and Election Salience
Author: Malhotra, Neil; Michelson, Melissa R.; Rogers, Todd T; Valenzuela, Ali Adam

Note: Order does not necessarily reflect citation order of authors.

Citation: Malhotra, Neil, Melissa R. Michelson, Todd Rogers, and Ali Adam Valenzuela. "Text Messages as Mobilization Tools: The Conditional Effect of Habitual Voting and Election Salience." American Politics Research 39.4 (July 2011): 664-681.
Full Text & Related Files:
Abstract: Dale and Strauss’s (DS) noticeable reminder theory (NRT) of voter mobilization posits that mobilization efforts that are highly noticeable and salient to potential voters, even if impersonal, can be successful. In an innovative experimental design, DS show that text messages substantially boost turnout, challenging previous claims that social connectedness is the key to increasing participation. We replicate DS’s research design and extend it in two key ways. First, whereas the treatment in DS’s experiment was a “warm” text message combined with contact, we test NRT more cleanly by examining the effect of “cold” text messages that are completely devoid of auxiliary interaction. Second, we test an implication of NRT that habitual voters should exhibit the largest treatment effects in lower salience elections whereas casual voters should exhibit the largest treatment effects in higher salience elections. Via these two extensions, we find support for NRT.
Published Version: http:dx.doi.org/10.1177/1532673X11398438
Terms of Use: This article is made available under the terms and conditions applicable to Open Access Policy Articles, as set forth at http://nrs.harvard.edu/urn-3:HUL.InstRepos:dash.current.terms-of-use#OAP
Citable link to this page: http://nrs.harvard.edu/urn-3:HUL.InstRepos:10471523
Downloads of this work:

Show full Dublin Core record

This item appears in the following Collection(s)

 
 

Search DASH


Advanced Search
 
 

Submitters