Issue Priming Revisited: Susceptible Voters and Detectable Effects

Abstract

It is widely claimed that campaign communications direct voter attention to the considerations that campaigns emphasize, a phenomenon termed ‘priming’. In two recent studies, however, Gabriel Lenz concludes that reanalysis of key instances of priming in the literature shows that priming of views on policy questions, or ‘issues’, is very rare. This article revisits issue priming during elections by incorporating individuals who are largely excluded from Lenz’s analyses: respondents who, in one or more waves of the panel surveys analyzed, did not report a major-party vote (or vote intention) when interviewed. Based on data collected during six national elections, the article finds clear evidence of issue priming. The findings have implications for the study of campaign effects, media influence and voting behavior generally.