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Part 1: Document Description
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Citation |
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Title: |
Replication Data for: Do Emotional Ads Persuade? Evidence from Real-Time Campaign Advertising Experiments |
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Identification Number: |
doi:10.7910/DVN/CB3LP1 |
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Distributor: |
Harvard Dataverse |
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Date of Distribution: |
2026-04-13 |
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Version: |
1 |
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Bibliographic Citation: |
Coppock, Alexander; John Murphy; Vavreck, Lynn; Hill, Seth, 2026, "Replication Data for: Do Emotional Ads Persuade? Evidence from Real-Time Campaign Advertising Experiments", https://doi.org/10.7910/DVN/CB3LP1, Harvard Dataverse, V1 |
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Citation |
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Title: |
Replication Data for: Do Emotional Ads Persuade? Evidence from Real-Time Campaign Advertising Experiments |
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Identification Number: |
doi:10.7910/DVN/CB3LP1 |
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Authoring Entity: |
Coppock, Alexander (Northwestern University) |
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John Murphy (University of California, Los Angeles) |
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Vavreck, Lynn (University of California, Los Angeles) |
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Hill, Seth (University of California, Los Angeles) |
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Distributor: |
Harvard Dataverse |
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Access Authority: |
Coppock, Alexander |
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Depositor: |
Coppock, Alexander |
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Date of Deposit: |
2026-04-13 |
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Holdings Information: |
https://doi.org/10.7910/DVN/CB3LP1 |
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Study Scope |
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Keywords: |
Social Sciences |
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Abstract: |
We evaluate whether campaign advertisements that generate larger emotional reactions also generate larger persuasive effects in contemporary elections. We analyze 29 weeks of experiments conducted during the 2016 U.S. presidential campaign, in which 48 authentic campaign ads were tested in real time, often within days of their debut. The ads and a placebo were randomly assigned to approximately 28,000 subjects. We find that campaign ads reliably move emotions, albeit in largely partisan ways, with comparatively muted reactions among independents. Critically, however, these emotional reactions do not predict the magnitude of an ad's effect on candidate favorability, vote intention, policy preferences, or turnout intention. Our results cast doubt on emotion-based accounts of advertising persuasion in polarized elections and caution practitioners against using self-reported emotional reactions as a measure of message effectiveness. |
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Methodology and Processing |
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Sources Statement |
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Data Access |
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Notes: |
<a href="http://creativecommons.org/publicdomain/zero/1.0">CC0 1.0</a> |
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Other Study Description Materials |
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Related Publications |
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Citation |
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Title: |
"Do Emotional Ads Persuade? Evidence from Real-Time Campaign Advertising Experiments" John Murphy, Alexander Coppock, Seth J. Hill, and Lynn Vavreck Political Communication |
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Bibliographic Citation: |
"Do Emotional Ads Persuade? Evidence from Real-Time Campaign Advertising Experiments" John Murphy, Alexander Coppock, Seth J. Hill, and Lynn Vavreck Political Communication |
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Label: |
replication_archive.zip |
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Notes: |
application/zip |