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SUMMARY:Personality targeting and message framing of arguments for Brexit.
  Can a little psychology make a political campaign more persuasive? - Dr L
 ee De-Wit\, UCL
DTSTART:20190531T164500Z
DTEND:20190531T181000Z
UID:TALK118273@talks.cam.ac.uk
CONTACT:Dr Antonio M. M. Rodrigues
DESCRIPTION:One of the most striking findings from the Brexit vote was the
  extent to which different voting decisions correlated with different psyc
 hological traits and values. This talk will start by outlining a new analy
 sis of the British Election Study data in which we identify 10 'types' of 
 voter in the Brexit referendum\, and find that psychological traits and va
 lues like 'Actively Open Minded Thinking'\, 'Authoritarianism' and 'Trust 
 in MPs' differ massively between these different types of voter. I will th
 en go on to explore the idea that individual differences in psychological 
 traits and values could be used both to frame messages to make them more a
 ppealing\, and to target them to people who might find those messages more
  persuasive. I will present the results from 3 recent studies exploring fr
 aming and targeting. In the first we find that messages targeted based on 
 people's personality and moral values are sometimes rated as more persuasi
 ve when targeted to the right people. In the second we find that understan
 ding the psychology of attitudes towards immigration helps us to frame mes
 sages more effectively. In the third study\, we test 20 different message 
 framings on over 5000 Leave and Remain supporters\, and find evidence that
  some messages are more effective for each group\, and that some messages 
 seem to be persuasive for both\, such as an appeal to 'social norms'. Fina
 lly\, I will reflect on the ethics of this kind of framing and targeting\,
  both in psychological research\, and in the political domain. 
LOCATION:Wolfson College\, Gatsby Room
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