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Edited by Claude M. Steele, Stanford University, Stanford, CA, and approved May 8, 2008 (received for review December 19, 2007)
Abstract
American voters are assigned to vote at a particular polling location (e.g., a church, school, etc.). We show these assigned polling locations can influence how people vote. Analysis of a recent general election demonstrates that people who were assigned to vote in schools were more likely to support a school funding initiative. This effect persisted even when controlling for voters' political views, demographics, and unobservable characteristics of individuals living near schools. A follow-up experiment using random assignment suggests that priming underlies these effects, and that they can occur outside of conscious awareness. These findings underscore the subtle power of situational context to shape important real-world decisions.
Footnotes
- ↵‡To whom correspondence should be addressed. E-mail: jberger{at}wharton.upenn.edu
Author contributions: J.B., M.M., and S.C.W. designed research; J.B. and M.M. performed research; J.B. and M.M. analyzed data; and J.B., M.M., and S.C.W. wrote the paper.
The authors declare no conflict of interest.
This article is a PNAS Direct Submission.
This article contains supporting information online at www.pnas.org/cgi/content/full/0711988105/DCSupplemental.
- Received December 19, 2007.
- © 2008 by The National Academy of Sciences of the USA
Contextual priming: Where people vote affects how they vote
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