Candidate Name Exposure and Voting: Two Field Studies

Abstract

Two studies clarify previous research on the impact of candidate name exposure in political election campaigns. In an election involving 27 candidates and 1157 voters, level of name exposure on campaign posters significantly predicted votes received, independent of other forms of campaigning. In the second study, name exposure levels were manipulated for hypothetical candidates, to eliminate potential confounds. Again, exposure significantly improved candidates' electoral performance'. The findings are interpreted as evidence for a direct effect of mere name exposure in electoral campaigns.