How Quickly We Selectively Forget: Experimental Tests of Information Order on Memory and Candidate Evaluation

Abstract

Despite enormous variation in the order, positivity, and content of information that real‐world electoral campaigns present to voters, we know little about their interactive role in candidate evaluation. This study presents results from two multiwave experiments that varied the positivity of information, its order, and its personal or policy content and assessed its memorability and impact on evaluations over several days. Consistent with observational evidence, recent information is not only more memorable, but also more impactful, in candidate evaluation. However, these effects on evaluations are asymmetric by the positivity of the information, with negative information more impactful than positive information when it is recent, even though negative information fades more quickly in memory. Furthermore, positive and personal information is more memorable, and positive personal information can serve as a powerful anchor when presented first, diminishing recency effects.