The Effects of Issue Salience, Elite Influence, and Policy Content on Public Opinion

Abstract

When do citizens rely on party cues, and when do they incorporate policy-relevant information into their political attitudes? Recent research suggests that members of the public, when they possess some policy-relevant information, use that information as much as they use party cues when forming political attitudes. We aim to advance this research by specifying conditions that motivate people to use content over cues and vice versa. Specifically, we believe that increased issue salience motivates people to go beyond heuristics and engage in the systematic processing of policy-relevant information. Using data from a survey experiment that isolates the effects of policy-relevant information, party cues, and issue salience, we find that people are more likely to incorporate policy-relevant information when thinking about hydraulic fracturing (fracking), a relatively high-salience issue. When thinking about storm-water management, a relatively low-salience issue, people are more likely to rely on party cues.