Is There Backlash to Social Pressure? A Large-scale Field Experiment on Voter Mobilization

Using social pressure to mobilize voters has generated impressive increases in turnout (Gerber et al. Am Polit Sci Rev 102:33-48, 2008). However, voters may have negative reactions to social pressure treatments that reduce their effectiveness. Social psychologists have observed this 'reactance' to persuasive pressure about other behavior, but it has been overlooked in voter mobilization. Using a large-scale field experiment, we find treatments designed to reduce reactance are just as effective as heavy-handed social pressure treatments in mobilizing voters. The success of gentler social pressure treatments should make the use of social pressure more palatable to voter mobilization organizations.