When citizens go against elite directions

Abstract

While much research has investigated the persuasive effects of partisan cues on citizens’ evaluations of political messages, our knowledge regarding failed persuasion is limited. It remains particularly unclear whether failed elite attempts at persuasion simply leave citizens’ attitudes unchanged or whether such attempts at persuading one segment of the electorate can actually lead to a loss of support in others. This study therefore investigates partisan cues and the occurrence of contrast effects, i.e. when the presence of an elite cue induces citizens to shift their attitudes away from the viewpoint advocated in a persuasive message. Based on data from three experiments involving two different party leader cues, I demonstrate that partisan cues can trigger contrast effects among those perceiving the party leader in question as non-likeable and those who vote for a party which is politically opposed to the source. The implications of the findings are discussed.