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Understanding the Party Brand: Experimental Evidence on the Role of Valence

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Daniel M. Butler, Eleanor Neff Powell

Research design: 
Data type: 
Data source(s): 

Authors; Cooperative Congressional Election Study (2010 & 2011); Original surveys (Amazon’s Mechanical Turk & originally conducted survey)

Field date details:

Amazon’s Mechanical Turk: 2013 (A)
CCES: 2010 (B), 2011 (C)
State Legislators Survey: 2012 (D)

Data source information: 


Suggested citation: “Butler, Daniel M., Eleanor Neff Powell (2014) Replication Materials for: Understanding the Party Brand: Experimental Evidence on the Role of Valence,’ ISPS Data Archive.”

Field date: 
October 1, 2010
Unit of observation: 
Individuals (citizens) (A-C), State legislators (D)
Sample size: 
1,925 (A); 793 (B); 1,579 (C); 139-159 (D)
Citizen samples (per CCES ) (A-C); Amazon Mechanical Turk subject recruitment via ad. State Legislators survey (D) survey was sent to all 7,000 state legislators via email in March 2012.
Randomization procedure: 
The different groups randomized to different vignettes. CCES (B, C): Respondents assigned, with equal probability, to one of the four treatment conditions. Amazon Mechanical Turk: (A): Vignettes were randomized in terms of which party controlled the legislature, and the information about the state and the party in control of the legislature. Legislators survey (D): The vignette signals, and randomly varies, how important passing the budget on time is for the party valence brand by reporting the results of a public opinion poll question. Respondents were randomly assigned to either see that 72% of voters answered yes (and 28% answered no) or see that only 18% of voters answered yes (and 82% answered no).
The studies of voters use treatments that include non-ideological information about a party's actions that affect the party valence brand, including good actions (such as passing the budget on time) and bad actions (such as being caught in a scandal), and vignettes with information about which party controls the legislature and information about the state and about the party in control of the legislature. The studies of state legislators use treatments that vary constituent support for the party and the likelihood that voters will punish voters for passing a budget on time.
Treatment administration: 
Web survey (online)
Outcome measures: 
Archive date: 
Archive contributor: 
Limor Peer
Owner contact: 


Terms of use: 

Academic, non-commercial; see ISPS Terms of Use

Data file numbersort descending Description File format Size File url
D106F001 Data file - CCES10 Stata (13.0) .dta 122880 Download file
D106F002 Data file - CCES11 Stata (13.0) .dta 66560 Download file
D106F003 Data file - Survey Stata (13.0) .dta 39936 Download file
D106F004 Data file - mturk Stata (13.0) .dta 2383872 Download file
D106F005 Data file - CCES10 DAT 75776 Download file
D106F006 Data file - CCES11 DAT 32768 Download file
D106F007 Data file - Survey DAT 26624 Download file
D106F008 Data file - mturk DAT 491520 Download file
D106F009 Codebook - CCES10 XML-DDI 58368 Download file
D106F010 Codebook - CCES11 XML-DDI 15360 Download file
D106F011 Codebook - Survey XML-DDI 19456 Download file
D106F012 Codebook - mturk XML-DDI 82944 Download file
D106F013 Program file Stata (13.0) .do 9216 Download file
D106F014 Supplementary Materials Adobe Acrobat (XI Pro) .pdf 374784 Download file
D106F015 Metadata record Adobe Acrobat (XI Pro) .pdf 204800 Download file