The small effects of political advertising are small regardless of context, message, sender, or receiver : Evidence from 59 real-time randomized experiments
▻https://advances.sciencemag.org/content/6/36/eabc4046
Abstract Evidence across social science indicates that average effects of persuasive messages are small. One commonly offered explanation for these small effects is heterogeneity : Persuasion may only work well in specific circumstances. To evaluate heterogeneity, we repeated an experiment weekly in real time using 2016 U.S. presidential election campaign advertisements. We tested 49 political advertisements in 59 unique experiments on 34,000 people. We investigate heterogeneous effects by (...)