Journal Articles

For want of a nail : Negative persuasion in a party leadership race

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Should party leadership candidates communicate their policy positions to the party’s electorate? And should they do so when their own ideal position is outside their party’s mainstream? This article presents evidence from a field experiment into the communication of controversial policy positions through direct mail. Working with a front-running campaign during the race for the leadership of the Liberal Party of Canada, we randomly assigned a subset of convention delegates to receive a direct mail treatment featuring policy messages outside the mainstream of the party. Using a survey instrument, we measured the effects of this treatment on delegates’ ratings and preference ordering of leadership candidates. The effects of the direct mail were principally negative; receiving the mail reduced the probability of the candidate being supported.

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Detail Information

Series Title

Party Politics

Call Number

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Publisher

Thousand Oak : sage publisher., 2011

Collation

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Language

English

ISBN/ISSN

13540688

Classification

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Content Type

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Media Type

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Carrier Type

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Edition

Vol. 17 no. 1, January 2011.pp. 45-65

Subject(s)

Field experiments
For want of a nail
Liberal Party of Canada
Leadership conventions
Direct mail

Specific Detail Info

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Statement of Responsibility

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