2012 General Election Dynamics-Santorum vs. Romney: Treatment Details

General Election Dynamics-Santorum vs. Romney: Treatment Details

Respondents were randomly assigned to one of three conditions: 

  • Control Condition Respondents watched commercial, non-political video content followed by a survey.

  • Santorum Condition Respondents read a short Santorum bio. Respondents then watched, in random order, a positive Santorum video in which he addresses social issues and some economic issues, a negative Santorum video that attacks him on social issues, a positive Obama video in which he discusses the economy, anda negative Obama video in which he is criticized for health care and economic policy, followed by a survey.

  • Romney Condition Respondents read a short Romney bio. Respondents watched, in random order, a positive Romney video in which he addresses economic issues, a negative Romney video that attacks him on economic issues, a positive Obama video in which he discusses the economy, and a negative Obama video in which he is criticized for health care and economic policy, followed by a survey.

 

The survey instrument was otherwise identical, and the total length of the four ads in each condition ran to about four and a half minutes. Our online platform also allowed us to use images of each candidate throughout the survey to facilitate their identification of choices.

 

Santorum Treatments

  • Santorum Bio Rick Santorum completed his undergraduate degree at the Pennsylvania State University, earned an MBA from the University of Pittsburgh, and received his JD degree from the Dickinson School of Law. After being elected to the U.S. House of Representatives in 1990 at age 32, he served two terms in the US Senate. Santorum served eight years on the Senate Armed Services Committee leading efforts to transform our military from a Cold War force to one that could meet modern threats. Senator Santorum fought to maintain fiscal sanity in Washington before it was in fashion, fighting for a balanced budget and a line item veto. He bravely proposed reforming entitlements, cutting spending and wrote the landmark Welfare Reform Act that has empowered millions of Americans to leave the welfare rolls and enter the workforce.

 

 

 

 

 

Mitt Romney Treatments

  • Romney Bio Mitt Romney was born in Detroit, Michigan, where his father rose from a lath and plaster carpenter to the head of American Motors and governorship of Michigan. After graduating from Brigham Young University in 1971, Romney earned degrees from Harvard Law and Harvard Business School. Romney founded the investment firm Bain Capital, which helped to launch or rebuild hundreds of companies, including Staples, Domino’s Pizza, and The Sports Authority. He also salvaged the 2002 Winter Olympic Games from certain disaster. As Governor of Massachusetts in 2002, Romney cut red tape for businesses, passed job-creating incentives, and brought new businesses to the state. He eliminated a $3 billion deficit without borrowing or raising taxes, accumulated a $2 billion rainy day fund, and got job creation going again.

 

 

 

 

 

Obama Treatment (Constant Across Santorum & Romney Conditions)

 

 

 

 

Evolving Strategies

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