Do Ads Add Up? The Impact of Parties' Advertisements on the Stability of Vote Choice at the Swiss National Elections 2011

Gerber, Marlène; Bühlmann, Marc (2014). Do Ads Add Up? The Impact of Parties' Advertisements on the Stability of Vote Choice at the Swiss National Elections 2011. Swiss political science review / Schweizerische Zeitschrift für Politikwissenschaft, 20(4), pp. 632-650. Wiley 10.1111/spsr.12132

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Our contribution analyses the influence of campaign advertisements on vote choice in the 2011 elections to the Swiss National Council. Concretely, we ask whether and to what extent the relative exposure to party ads of a preferred party exerts a reinforcing effect on an individual's party choice. We make use of the two-wave panel structure contained in the RCS survey data of the Selects 2011 and combine it with data on advertisements in 20 important national and regional newspapers. We find that increasing exposure to the campaign of one's preferred party may reinforce individuals with strong party attachment in their initial vote choice. Yet this effect only materializes with substantial campaign duration and exposure. Additional and exploratory analyses revealed that particularly the two recently emerged parties, the GLP and BDP, might have made a slight difference by potentially persuading defecting voters with the help of their campaign.

Item Type:

Journal Article (Original Article)

Division/Institute:

03 Faculty of Business, Economics and Social Sciences > Social Sciences > Institute of Political Science

UniBE Contributor:

Gerber, Marlène and Bühlmann, Marc

Subjects:

300 Social sciences, sociology & anthropology > 320 Political science

ISSN:

1424-7755

Publisher:

Wiley

Language:

English

Submitter:

Marlène Gerber

Date Deposited:

14 Apr 2015 14:41

Last Modified:

05 Apr 2017 07:45

Publisher DOI:

10.1111/spsr.12132

BORIS DOI:

10.7892/boris.65214

URI:

https://boris.unibe.ch/id/eprint/65214

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