Information and opinion change on ballot propositions

This paper examines mobilization and conversion perspectives of opinion change during election campaigns. We demonstrate that opinion volatility during ballot proposition contests often reflects mobilization of awareness more than conversion of opinions. Furthermore, we find little support for the hypothesis that media spending affects opinions on the propositions examined here. An examination of other information sources suggests that many voters are able to use cues other than advertising when making decisions.An earlier version of this paper was presented at the Western Political Science Association meeting, Pasadena, California, March 22, 1993. The authors names are listed in alphabetical order.