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Campaign dynamics of cognitive accessibility of political judgments: measuring the impact of campaigns and campaign events using response latencies in two German rolling cross section studies

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  • Jochen Mayerl

    (University of Kaiserslautern)

  • Thorsten Faas

    (University of Mainz)

Abstract

Do campaigns matter? Based on two rolling cross-section computer-assisted telephone surveys conducted in the run-up to the 2009 and 2013 German Federal Election, we test whether we can detect campaign effects on the accessibility of voters’ judgments: how do response latencies of political judgments evolve over the course of campaigns? The study uses response latencies, i.e. the standardized time it takes respondents to answer a survey question, as a proxy measurement of cognitive accessibility of political judgments. If campaigns do help voters to make up their minds, we should be able to observe changes at the implicit level of response latencies. Do people answer questions about their voting behavior and political attitudes faster as Election Day comes closer? Our results suggest that attitudes towards candidates and voting intentions become more cognitively accessible during campaigns whereas the accessibility of party identification is conditional on the contextual features of campaigns. In addition we find specific short-term effects of TV debates.

Suggested Citation

  • Jochen Mayerl & Thorsten Faas, 2018. "Campaign dynamics of cognitive accessibility of political judgments: measuring the impact of campaigns and campaign events using response latencies in two German rolling cross section studies," Quality & Quantity: International Journal of Methodology, Springer, vol. 52(4), pages 1575-1592, July.
    • Handle: RePEc:spr:qualqt:v:52:y:2018:i:4:d:10.1007_s11135-017-0536-1
    DOI: 10.1007/s11135-017-0536-1
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    References listed on IDEAS

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    1. Valentino, Nicholas A. & Hutchings, Vincent L. & White, Ismail K., 2002. "Cues that Matter: How Political Ads Prime Racial Attitudes During Campaigns," American Political Science Review, Cambridge University Press, vol. 96(1), pages 75-90, March.
    2. Huckfeldt, Robert & Sprague, John & Levine, Jeffrey, 2000. "The Dynamics of Collective Deliberation in the 1996 Election: Campaign Effects on Accessibility, Certainty, and Accuracy," American Political Science Review, Cambridge University Press, vol. 94(3), pages 641-651, September.
    3. Mulligan, Kenneth & Grant, J. Tobin & Mockabee, Stephen T. & Monson, Joseph Quin, 2003. "Response Latency Methodology for Survey Research: Measurement and Modeling Strategies," Political Analysis, Cambridge University Press, vol. 11(3), pages 289-301, July.
    4. Mick P. Couper & Frauke Kreuter, 2013. "Using paradata to explore item level response times in surveys," Journal of the Royal Statistical Society Series A, Royal Statistical Society, vol. 176(1), pages 271-286, January.
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