Communicating policy information in a partisan environment: the importance of causal policy narratives in political persuasion

Abstract

ABSTRACT Public opinion is frequently formed in an environment of both partisan signals and other types of policy information. How do people form opinions in such an environment? Much of the literature suggests that most people simply align their opinions with those of their party. We examine a condition under which people may rely instead on a more normatively defensible criterion: policy information. We argue that what people want in terms of policy instruments are effective tools for achieving their desired end-state. When information clearly communicates that a policy will lead to a desirable outcome, we hypothesize that it will be persuasive even in a context where party leaders provide countervailing signals. In two experimental studies, we find support for this hypothesis, and we find some evidence that such information also reduces reliance on partisan cues. We show that causal narratives are central to the opinion formation process and that communicating this information can improve the quality of public opinion.