Motivating Voter Turnout by Invoking the Self

Todd T Rogers

Scholarly Articles from Harvard Kennedy School of Government

Abstract: Three randomized experiments found that subtle linguistic cues have the power to increase voting and related behavior. The phrasing of survey items was varied to frame voting either as the enactment of a personal identity (e.g., “being a voter†) or as simply a behavior (e.g., “voting†). As predicted, the personal-identity phrasing significantly increased interest in registering to vote (experiment 1) and, in two statewide elections in the United States, voter turnout as assessed by official state records (experiments 2 and 3). These results provide evidence that people are continually managing their self-concepts, seeking to assume or affirm valued personal identities. The results further demonstrate how this process can be channeled to motivate important socially relevant behavior.

Date: 2011
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Citations: View citations in EconPapers (27)

Published in Proceedings of the National Academy of Sciences

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