The Effect of Ballot Position on Electoral Success

Abstract

Although the relationship between ballot position and electoral success has been well established in other studies, a controlled experimental study was conducted to assess the impact of name identification, the length of the ballot, and the number of candidates. These intervening variables were found to be of some significance. Although the study demonstrates that candidates listed first enjoy a favorable advantage, it also demonstrates that the advantage is even greater for contests at the end of the ballot. Although the number of candidates in any particular contest seems to have no effect on the relationship, a high differential score in name identification offsets any advantage a candidate might enjoy as a consequence of ballot position. Finally, the study demonstrates that citizens are less likely to vote when the contenders are less well known.

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