Not as expected: the role of performance expectations in voter responses to election pledge fulfilment

Abstract

Not only the content, but also the context of election pledges should affect how voters respond to broken and fulfilled pledges. Borrowing from other disciplines, the hypotheses in this study propose that voters with low expectations reward pledge fulfilment more than voters with high expectations, while voters with high fulfilment expectations punish pledge-breakers more severely than voters with low expectations. A survey experiment using real-life political events was designed where 2465 respondents first received information that either significantly raised or lowered their expectations of pledge fulfilment. They were then presented with the actual fulfilment status of the pledge, either confirming or disconfirming their manipulated expectations, and asked to give their perceptions of the governing party’s performance. Interestingly, the findings support the presence of a confirmation, not a disconfirmation bias, suggesting that pledge performance attitudes are formed more similarly to other political attitudes than evaluations of private/public goods or services. Combined with a negativity bias in media coverage of election pledges, this confirmation bias in voters provides a partial explanation of the low esteem voters generally hold of governments’ pledge fulfilment. The results have implications for our understanding of how pledge fulfilment matters to voters, and how governments are held accountable for their performance.