Persuasion is a vital part of politics—who wins elections and policy disputes often depends
on which side can persuade more people. Given this centrality, the study of persuasion has …

Discussions of data-driven campaigning have gained increased prominence in recent years.
Often associated with the practices of Cambridge Analytica and linked to debates about the …

Why do Americans have such animosity for people who identify with the opposing political
party? Jaime E. Settle argues that in the context of increasing partisan polarization among …

Matching the language or content of a message to the psychological profile of its recipient
(known as “personalized persuasion”) is widely considered to be one of the most effective …

Significant theories of democratic accountability hinge on how political campaigns affect
Americans' candidate choices. We argue that the best estimate of the effects of campaign …

Much concern has been raised about the power of political microtargeting to sway voters'
opinions, influence elections, and undermine democracy. Yet little research has directly …

The number of independent voters in America increases each year, yet they remain
misunderstood by both media and academics. Media describe independents as pivotal for …

Hacking the Electorate is the most comprehensive study to date about the consequences of
campaigns using microtargeting databases to mobilize voters in elections. Eitan Hersh …

Marketing is the functional area primarily responsible for driving the organic growth of a firm.
In the age of digital marketing and big data, marketers are inundated with increasingly rich …

Modern campaigns develop databases of detailed information about citizens to inform
electoral strategy and to guide tactical efforts. Despite sensational reports about the value of …