Debate-induced opinion change - What matters?

In this article, we focus on the extent and sources of attitude change produced by the second 1996 presidential debate. First, we test the magnitude of attitude change brought about by the 1996 debate. Next,we focus on the role of candidate status, testing whether the viewers' opinions toward the challenger are more variable than viewers' opinions toward the incumbent. Finally, we ascertain the specific aspects of each candidate's performance that spurred opinion change. Using a panel design, we interviewed a live audience and a television audience of the the second presidential debate in 1996. We find that the debate did lead many viewers to alter their attitudes toward the candidates, the viewers' attitudes toward Bob Dole were more variable than their Attitudes toward Bill Clinton, and stylistic concerns were more important to viewers than political considerations.