Changing Votes Without Persuasion: How Salience Changes Preferences
Candidates often try to improve their electoral chances by raising the salience of new or peripheral issues. Despite longstanding recognition that this tactic can be effective, we lack rigorous empirical demonstration of why it is effective. In this paper, I show that manipulating issue salience changes the tradeoffs—across issues and between policy and partisanship—voters are willing to make. I embed salience-raising vignette treatments in a discrete choice experiment and estimate dimension-specific weight parameters from a random utility spatial voting model. The interventions make voters more willing to sacrifice policy congruence on non-salient dimensions and in-party attachments to secure policy congruence on salient issues. Simulation exercises show that even with fixed preferences and fixed candidate platforms, changing the tradeoffs voters are willing to make can flip their vote. Effects vary across income and education levels with important implications for understanding electoral realignment.