A new paper by two California political scientists finds that the total effect of these efforts is zero, meaning that they have no impact on how voters vote. David Broockman, a Stanford University assistant professor, and Joshua Kalla, a doctoral student at the University of California, Berkeley, analyzed data from 49 field experiments—state, local, and federal campaigns that let political scientists access their data to evaluate their methods. For every flyer stuck in a mailbox, every door knocked by an earnest volunteer, and every candidate message left on an answering machine, there was no measurable change in voting outcomes. Even early outreach efforts, which are somewhat more successful at persuading voters, tend to fade from memory by Election Day. Broockman and Kalla also estimated that the effect of television and online ads is zero, although only a small portion of their data speaks directly to that point. [...]
Before they published this paper, Broockman and Kalla ran into minor social-science fame when they debunked a major study showing that voters can be persuaded to change their views on same-sex marriage if they meet a gay or lesbian person. A short while later, the pair published their own paper on a campaign to change minds about transgender people, finding that persuasion is, in fact, possible. This new study suggests that intentionally curated, issue-specific persuasion campaigns may shift people’s views more easily than partisan political campaigns. [...]
Kalla: All the money is being poured into the same time and the same place. It’s hard to imagine that the hundredth TV ad that a person views is really worth it from a monetary perspective, versus that same money spent in a different race or a lower race. There’s a case to be made that too much money is being spent in the same ways and on the same people. But the takeaway from this paper should not be that campaigns should stop. Campaigns do a lot of work that is measurable in return on getting voters to vote, and persuading voters. It’s just a question of how the money is spent.
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