When Do Social Norms Increase Turnout? Experimental Findings

Information about high turnout levels can increase voter turnout via a process of adherence to social norms. Research also shows that high turnout information has a greater effect among infrequent voters. Many important questions remain, however, with important policy and theoretical implications. This study parses out the effects of information about turnout using a survey experiment fielded in the 2010 British Election Study. A nuanced interpretation is supported. The effect of turnout and abstention information is conditional upon the salience of the election campaign. Turnout information should be national for greatest effect, but abstention information should be local. Effects are also varied among infrequent and frequent voters, but abstention information is particularly relevant to infrequency. A series of explanations are offered, and the implications considered for turnout appeals and for theoretical development of the effects of social norms