Baby Books and Ballots: The Impact of Congressional Mail on Constituent Opinion

Albert D. Cover and Bruce S. Brumberg

American Political Science Review, 1982, vol. 76, issue 2, 347-359

Abstract: Studies have shown that members of the U.S. Congress attempt to exploit many of the perquisites of office for their electoral advantage, but the actual impact of this exploitation has never been clear. Thus a potentially significant part of the advantage of incumbency has been subject to more speculation than analysis. This study develops a simple model that can be used to determine the electoral significance of perquisite use by officeholders. It begins by examining a particular perquisite, the franking privilege, to determine how it affects incumbent saliency and reputation among constituents. Within the context of an appropriate research design, the study finds that the distribution of government pamphlets does boost an incumbent's saliency while also creating a more positive evaluation of the incumbent. The saliency and evaluation effects erode over time, but this erosion can be mitigated through follow-up mailings. These results are incorporated into a model that is used to predict the electoral consequences of perquisite use. The model suggests that perquisites have their greatest impact in constituencies with a relatively small proportion of voters who identify with the incumbent's party.

Date: 1982
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