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

candidate_facts	how_persuasive	how_pushy	how_scripted	how_specific_candidate_fact	how_specific_policy_fact	policy_facts	primary_focus_candidate	primary_focus_issues
0.073	0.1263	0.0631	0.7548	—	—	-0.0073	0.0623	0.9812
0.0506	0.3283	0.715	1.2104	—	-0.0735	0.9309	0.1354	0.8351
-0.0134	0.5723	0.9507	0.8548	—	0.6996	1.0343	0.0596	1.0063
0.6533	1.5712	0.3393	0.6131	-0.1559	—	0.0954	0.9152	0.0951
0.0506	0.6851	0.7884	1.5799	—	0.2741	0.9533	0.068	0.9306
0.07	0.5085	0.7352	1.107	—	0.627	0.9787	0.1208	0.9507
0.4978	1.3204	0.6117	0.7339	—	0.9195	0.9287	0.4819	0.9229
0.1366	1.2779	0.8821	0.3714	—	0.7412	0.9565	0.0874	0.9285

Schema · 119 columns

before_preregfloat64

messenger_scientistfloat64

style_otherfloat64

candidate_factsfloat64

how_persuasivefloat64

how_pushyfloat64

how_scriptedfloat64

how_specific_candidate_factfloat64

how_specific_policy_factfloat64

policy_factsfloat64

primary_focus_candidatefloat64

primary_focus_issuesfloat64

primary_focus_neitherfloat64

technique_neg_namefloat64

technique_pos_namefloat64

technique_pos_transferfloat64

technique_neg_transferfloat64

technique_pos_testimonialfloat64

technique_neg_testimonialfloat64

technique_plain_folksfloat64

technique_otherfloat64

fact_new_yesfloat64

fact_new_nofloat64

fact_new_nafloat64

fact_new_onlyfloat64

fact_cite_yesfloat64

fact_cite_nofloat64

fact_cite_nafloat64

fact_cite_onlyfloat64

emotion_angerfloat64

emotion_disgustfloat64

emotion_enthusiasmfloat64

emotion_fearfloat64

emotion_humorfloat64

emotion_pridefloat64

emotion_sadnessfloat64

emotion_somberfloat64

emotion_otherfloat64

messenger_childrenfloat64

messenger_young_adultfloat64

messenger_middle_agedfloat64

messenger_elderlyfloat64

messenger_voiceover_agefloat64

messenger_malefloat64

messenger_femalefloat64

messenger_nonbinaryfloat64

messenger_unclear_genderfloat64

messenger_whitefloat64

messenger_blackfloat64

messenger_asianfloat64

messenger_latinxfloat64

messenger_voiceover_racefloat64

messenger_politicianfloat64

messenger_every_peoplefloat64

messenger_republicanfloat64

messenger_healthcarefloat64

messenger_celebrityfloat64

messenger_veteranfloat64

explicit_vote_forfloat64

explicit_turnoutfloat64

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