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

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  • Rogers, Todd T
  • Michelson, Melissa R.
  • Valenzuela, Ali Adam
  • Malhotra, Neil

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.

Suggested Citation

  • Rogers, Todd T & Michelson, Melissa R. & Valenzuela, Ali Adam & Malhotra, Neil, 2011. "Text Messages as Mobilization Tools: The Conditional Effect of Habitual Voting and Election Salience," Scholarly Articles 10471523, Harvard Kennedy School of Government.
    • Handle: RePEc:hrv:hksfac:10471523
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    References listed on IDEAS

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    1. Kevin Arceneaux & David W. Nickerson, 2009. "Who Is Mobilized to Vote? A Re‐Analysis of 11 Field Experiments," American Journal of Political Science, John Wiley & Sons, vol. 53(1), pages 1-16, January.
    2. Gerber, Alan S. & Green, Donald P., 2000. "The Effects of Canvassing, Telephone Calls, and Direct Mail on Voter Turnout: A Field Experiment," American Political Science Review, Cambridge University Press, vol. 94(3), pages 653-663, September.
    3. Allison Dale & Aaron Strauss, 2009. "Don't Forget to Vote: Text Message Reminders as a Mobilization Tool," American Journal of Political Science, John Wiley & Sons, vol. 53(4), pages 787-804, October.
    4. Ai, Chunrong & Norton, Edward C., 2003. "Interaction terms in logit and probit models," Economics Letters, Elsevier, vol. 80(1), pages 123-129, July.
    5. Alan Gerber & Donald Green, 2000. "The effects of canvassing, direct mail, and telephone contact on voter turnout: A field experiment," Natural Field Experiments 00248, The Field Experiments Website.
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    2. Grossman, Guy & Humphreys, Macartan & Sacramone-Lutz, Gabriella, 2020. "Information Technology and Political Engagement: Mixed Evidence from Uganda," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 82(4), pages 1321-1336.
    3. Salomo Hirvonen & Maarit Lassander & Lauri Sääksvuori & Janne Tukiainen, 2023. "Who is mobilized to vote by short text messages? Evidence from a nationwide field experiment with young voters," Discussion Papers 157, Aboa Centre for Economics.
    4. Baldwin-Philippi, Jessica, 2019. "Data campaigning: between empirics and assumptions," Internet Policy Review: Journal on Internet Regulation, Alexander von Humboldt Institute for Internet and Society (HIIG), Berlin, vol. 8(4), pages 1-18.
    5. Elizabeth A. Bennion & Melissa R. Michelson, 2023. "Educating Students for Democracy: What Colleges Are Doing, How It’s Working, and What Needs to Happen Next," The ANNALS of the American Academy of Political and Social Science, , vol. 705(1), pages 95-115, January.
    6. J. Andrew Harris & Catherine Kamindo & Peter van der Windt, 2020. "Electoral Administration in Fledgling Democracies:Experimental Evidence from Kenya," Working Papers 20200036, New York University Abu Dhabi, Department of Social Science, revised Jan 2020.
    7. LeRoux Kelly & Langer Julie & Plotner Samantha, 2023. "Nonprofit Messaging and the 2020 Election: Findings from a Nonpartisan Get-Out-The-Vote (GOTV) Field Experiment," Nonprofit Policy Forum, De Gruyter, vol. 14(2), pages 157-183, April.

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