Experiments

Campaign ad persuasion experiments

Hewitt, Broockman, Coppock et al. · APSR 2024 · Swayable

617 real campaign ads, each tested against a control group: measured persuasion effects, hand-coded features for every ad, and 607,450 de-identified responses.

persuasionrandomizedvideo ads20182020

Rows previewed609.8K

Files1 · 269.3 MB

LicenseCC0

Original source

What it can tell you

Which coded ad features went with larger measured persuasion

How much true effects vary from ad to ad

How persuasion differs by party and gender of the viewer

What it can't

The ads themselves, their transcripts, or campaign names

Paid engagement metrics like views or shares

regression_ates · 1.6K tagging_2020 · 494 tagging_2018 · 148 studies · 146 responses · 607.5K

policy_facts	candidate_facts	mentions_party	mentions_trump	primary_focus_candidate	primary_focus_issues	technique_neg_name	technique_pos_name	technique_pos_transfer	technique_neg_transfer	technique_pos_testimonial	technique_neg_testimonial
0.4116	0.2187	-0.025	0.9337	0.4116	0.602	-0.0047	0.0036	-0.022	0.925	0.0228	0.2779
0.7035	-0.1068	0.9665	1.0066	0.2854	0.367	0.0068	0.0081	-0.0372	0.9822	0.0352	0.0199
0.6432	0.888	0.963	0.952	0.3783	0.5883	0.3051	0.0104	0.0092	0.9767	-0.0012	0.2502
0.0081	0.5831	0.996	0.01	0.0599	0.1994	-0.0244	0.003	-0.0847	0.3288	0.0274	0.6637
-0.065	0.8958	-0.0455	0.0249	0.9188	0.02	-0.0167	0.0149	-0.006	0.0339	1.0112	-0.0077
0.29	0.1679	-0.0333	-0.0755	0.3458	0.5953	-0.0224	0.0054	0.6623	-0.0725	0.666	-0.0666
0.9076	0.1535	-0.0085	-0.0088	0.5689	0.9225	0.3219	-0.0107	-0.0004	0.3321	-0.0054	-0.0011
-0.0439	0.8505	0.6249	0.0154	0.827	0.0831	0.014	-0.0006	0.0605	0.368	0.0019	1.0054

Schema · 60 columns

policy_factsfloat64

candidate_factsfloat64

mentions_partyfloat64

mentions_trumpfloat64

primary_focus_candidatefloat64

primary_focus_issuesfloat64

technique_neg_namefloat64

technique_pos_namefloat64

technique_pos_transferfloat64

technique_neg_transferfloat64

technique_pos_testimonialfloat64

technique_neg_testimonialfloat64

technique_plain_folksfloat64

how_specific_policy_factfloat64

how_specific_candidate_factfloat64

fact_new_yesfloat64

fact_cite_yesfloat64

fact_new_nofloat64

fact_cite_nofloat64

fact_new_nafloat64

fact_cite_nafloat64

fact_new_onlyfloat64

fact_cite_onlyfloat64

emotion_angerfloat64

emotion_disgustfloat64

emotion_enthusiasmfloat64

emotion_fearfloat64

emotion_humorfloat64

emotion_pridefloat64

emotion_sadnessfloat64

emotion_somberfloat64

messenger_femalefloat64

messenger_malefloat64

messenger_childrenfloat64

messenger_young_adultfloat64

messenger_middle_agedfloat64

messenger_elderlyfloat64

messenger_blackfloat64

messenger_whitefloat64

messenger_asianfloat64

messenger_latinxfloat64

messenger_politicianfloat64

messenger_celebrityfloat64

messenger_veteranfloat64

explicit_vote_forfloat64

tone_positivefloat64

tone_negativefloat64

tone_contrastfloat64

issue_healthcarefloat64

issue_taxesfloat64

ask_is_not_persuasionfloat64

production_value_highfloat64

has_storyfloat64

how_specific_policy_fact_imputefloat64

how_specific_candidate_fact_imputefloat64

content_idstring

promethfloat64

election_type_nonefloat64

election_type_maxfloat64

race_levelstring

Files

swayable/replication_archive.zip269.3 MB

Used in PAX2

Scoring · What controlled tests found Script research priors

Cite

Hewitt, L., Broockman, D., Coppock, A., Tappin, B., Slezak, J., Coffman, V., Lubin, N., & Hamidian, M. (2024). How Experiments Help Campaigns Persuade Voters. American Political Science Review.

Library

Files