How voters choose one out of many : A conjoint analysis of the effects of endorsements on candidate choice

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Christensen , H S , Järvi , T , Mattila , M & von Schoultz , Å 2021 , ' How voters choose one out of many : A conjoint analysis of the effects of endorsements on candidate choice ' , Political research exchange , vol. 3 , no. 1 , 1892456 . https://doi.org/10.1080/2474736X.2021.1892456

Title: How voters choose one out of many : A conjoint analysis of the effects of endorsements on candidate choice
Author: Christensen, Henrik Serup; Järvi, Theodora; Mattila, Mikko; von Schoultz, Åsa
Contributor: University of Helsinki, Political Science
University of Helsinki, Faculty of Social Sciences
University of Helsinki, Intraparty competition: the neglected dimension of electoral politics (IntraComp)
Date: 2021
Language: eng
Number of pages: 21
Belongs to series: Political research exchange
ISSN: 2474-736X
URI: http://hdl.handle.net/10138/330285
Abstract: Candidate endorsements affect the likelihood that people vote for a candidate since they reduce the efforts devoted to vote choices. However, the effects of endorsements from different sources remain under-explored. Furthermore, the effects of endorsements are believed to vary with the level of political sophistication, as voters with low sophistication are more reliant on such shortcuts, but it is unclear whether these differences are similar for different sources. We study the effects of endorsements from three different sources – family and close friends, networks on social media and Voting Advice Applications (VAAs) – on candidate favorability. We do so with a choice-based conjoint experiment embedded in a survey from Finland (n = 1021), where we also examine differences in effects across political sophistication (political interest, frequency of political discussions, internal political efficacy, party identification, and voting in the last parliamentary election). The results show that endorsements from VAAs and family and friends have positive effects while social media networks do not. We do not find systematic differences in effects across levels of political sophistication no matter how we operationalize it. This shows that it is important to consider the source of an endorsement to appreciate the effect, no matter who is the recipient.
Subject: 5171 Political Science
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