The American tradition of the experimental treatment of elections: A review essay

The American tradition of experimental investigation of electoral phenomenon indicates that the medium, as well as the message, is important. Highly controlled experiments give insight into the nature of voter decision making. The importance of partisanship is especially pronounced. Field experiments probe the effectiveness of the mediums of telephone, mail, and personal contact as well as the message dimensions of moralistic and rational appeals in actual electoral campaigns. Collectively, these experimental studies allow strong inferences about electoral behavior.