A field experiment shows that subtle linguistic cues might not affect voter behavior

Abstract

One of the most important recent developments in social psychology is the discovery of minor interventions that have large and enduring effects on behavior. A leading example of this class of results is in the work by Bryan et al. [Bryan CJ, Walton GM, Rogers T, Dweck CS (2011) Proc Natl Acad Sci USA 108(31):12653-12656], which shows that administering a set of survey items worded so that subjects think of themselves as voters (noun treatment) rather than as voting (verb treatment) substantially increases political participation (voter turnout) among subjects. We revisit these experiments by replicating and extending their research design in a large-scale field experiment. In contrast to the 11 to 14% point greater turnout among those exposed to the noun rather than the verb treatment reported in the work by Bryan et al., we find no statistically significant difference in turnout between the noun and verb treatments (the point estimate of the difference is approximately zero). Furthermore, when we benchmark these treatments against a standard get out the vote message, we estimate that both are less effective at increasing turnout than a much shorter basic mobilization message. In our conclusion, we detail how our study differs from the work by Bryan et al. and discuss how our results might be interpreted.