Effects of Priming on Campaign Volunteer Canvasing Performance: Exploratory Analysis of Four Field Experiments

Abstract

Volunteers are one of the most valuable resources for a political campaign. Little scholarly attention, however, has been dedicated to understanding ways to motivate a campaign volunteer. With limited time, campaigns strive to get the most efficient output from their volunteers. Working in collaboration with two mayoral candidates, four city council candidates, and a candidate for the State House of Representatives, the authors implemented four field experiments to test the effects of a subconscious primed goal on the performance of 158 political campaign volunteers. Applying the findings of prior research on the effects of photo primes in a call center, the authors tested achievement and task-oriented photo primes compared to the absence of a photo prime on the volunteer productivity within the context of door-to-door canvasing. The results indicate that the photo prime intended to instill general achievement statistically outperformed the absence of a photo prime, resulting in more address contact attempts (doors knocked), and may serve as a low to no cost option to maximize volunteer productivity.

Keywords:

• campaigns
• elections
• political science
• volunteerism

Human Subjects

This research was considered exempt by IRB review. The research group did not have contact with volunteers nor voters and used data that was already intended to be collected by the campaigns. The authors provided the randomization and the candidates agreed to include a photo in material that was already taking place. It took place during the normal activities of a campaign and the exact same format was used for all campaigns.

Disclosure statement

The authors report no conflicts of interest. The authors alone are responsible for the content and writing of the article.

Author Notes

Dr. Brandon W. Lenoir is a professor of Political Science and Political Communication. Utilizing field experiments in political campaigns, Dr. Lenoir’s research focuses on voter mobilization and the effects political messages have on vote choice. He and his coauthors attempt to better understand what motivates the average voter. His professional experience includes seven years as a television anchor and political reporter in Illinois, Michigan and Pennsylvania, work as a lobbyist for a national association in Washington, DC. He has consulted with and managed several political campaigns. Dr. Lenoir regularly appears on television and is quoted in local and national newspapers analyzing political campaigns. He has also organized and moderated several political debates including gubernatorial, U.S. Senate and other state-wide elective offices. His background in television and formal politics enables him to make his research accessible to nonacademic audiences.

Curtis B. Matthews is an associate professor of communication in the Nido R. Qubein School of Communication at High Point University. His research focuses on strategies used and cognitive and emotional responses to overlapping messages in persuasive campaigns, and how and why people misattribute sources of communication.