Presidential Campaign Spending and Correct Voting from 2000 to 2008

• Published in: Social science quarterly Vol. 96; no. 5; pp. 1196 - 1213
• Main Authors: Bergbower, Matthew L., McClurg, Scott D., Holbrook, Thomas
• Format: Journal Article
• Language: English
• Published: Oxford Blackwell Publishing Ltd 01.11.2015; Wiley (Variant)
• Subjects: Choices; Decision making; Election results; Elections; Expenditures; Original Articles; Political campaigns; Political communication; Presidential elections; Presidents; Resource allocation; Voter behavior; Voters; Voting; United States > US
• ISSN: 0038-4941; 1540-6237
• DOI: 10.1111/ssqu.12199

Objective. This study examines whether presidential campaigns help voters make informed choices on Election Day, or whether unique campaign contexts can actually hinder quality votes. We explore this question by relating the allocation of resources by presidential campaigns to a measure of correct voting (Lau and Redlawsk, 1997). Methods. We expect that when campaign messages become overwhelmingly one sided, the number of incorrect votes increases and test this through an assessment of campaign data and responses to the 2000, 2004, and 2008 American National Election Studies. Results. Our results reveal that lopsided campaign contexts create an opportunity for campaigns to pick up votes that would otherwise go to the opposing candidate. Conclusion. This research underscores the normative value of competitive political campaigns as it relates to voters’ exposure to political information. Our findings contribute to debates on campaign strategy, information environments, and the effect of campaigns on voter decision-making.