Mobilizing Collective Identity: Frames & Rational Individuals

Mobilization of collective identities is a common tool in election campaigns and policy debates. Frames that target group identity can mobilize groups; however it is unclear when these group frames are likely to be successful. This project explores whether moderators, or factors that limit framing effects, can help predict whether individuals will respond to group mobilization attempts. Drawing on the rational choice approach, I assess whether the presence of thresholds (i.e. rules that determines how far the group is from attaining its goal) works as a moderator of framing effects. Using a voting game laboratory experiment, I analyze the impact of group frames when distance from a fixed threshold varies and when we account for differences in group identity strength. The findings indicate that the interaction of group identity strength, group frames, and moderators of frames has an important impact on participation, suggesting that environmental factors play a significant role in group mobilization.