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Does the Message Matter? A Field Experiment on Political Party Recruitment

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  • Preece, Jessica Robinson
  • Stoddard, Olga Bogach

Abstract

Do men and women respond to various party recruitment messages similarly? Working with the Utah County Republican Party, we designed a field experiment in which we invited over 11,600 male and female party activists to attend a free, party-sponsored “Prospective Candidate Information Seminar” by randomizing different invitation messages. We found that women were half as likely as men to respond to recruitment—log on to the seminar website for more information, register for the seminar, and attend the seminar. While we found some suggestive evidence about what recruitment messages may particularly motivate women or men vis-à-vis a control message, our findings are inconclusive because of a low response rate. This first attempt to experimentally test gendered reactions to recruitment in a sample of active party supporters provides a valuable baseline for future research.

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  • Preece, Jessica Robinson & Stoddard, Olga Bogach, 2015. "Does the Message Matter? A Field Experiment on Political Party Recruitment," Journal of Experimental Political Science, Cambridge University Press, vol. 2(1), pages 26-35, April.
    • Handle: RePEc:cup:jexpos:v:2:y:2015:i:01:p:26-35_00
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    Cited by:

    1. Galasso, Vincenzo & Nannicini, Tommaso, 2016. "Persuasion and Gender: Experimental Evidence from Two Political Campaigns," CEPR Discussion Papers 11238, C.E.P.R. Discussion Papers.
    2. Mourelatos, Evangelos & Krimpas, George & Giotopoulos, Konstantinos, 2022. "Sexual identity and Gender Gap in Leadership. A political intention experiment," GLO Discussion Paper Series 1187, Global Labor Organization (GLO).
    3. Preece, Jessica & Stoddard, Olga, 2015. "Why women don’t run: Experimental evidence on gender differences in political competition aversion," Journal of Economic Behavior & Organization, Elsevier, vol. 117(C), pages 296-308.
    4. Galasso, Vincenzo & Nannicini, Tommaso, 2016. "Persuasion and Gender: Experimental Evidence from Two Political Campaigns," CEPR Discussion Papers 11238, C.E.P.R. Discussion Papers.
    5. Christian R. Grose & Abby K. Wood, 2020. "Randomized experiments by government institutions and American political development," Public Choice, Springer, vol. 185(3), pages 401-413, December.
    6. Pate, Jennifer & Fox, Richard, 2018. "Getting past the gender gap in political ambition," Journal of Economic Behavior & Organization, Elsevier, vol. 156(C), pages 166-183.

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