How does parties' use of moral rhetoric affect voter behavior? Prior comparative party research has studied party positions without much attention to how parties explain and justify their positions. Drawing insights from political and moral psychology, I argue that moral rhetoric mobilizes copartisan voters by activating positive emotions about their partisan preference. I expect this to hold among copartisans who are exposed to party rhetoric. To test my argument, I measure moral rhetoric by text‐analyzing party manifestos from six English‐speaking democracies and measure mobilization using copartisan turnout in survey data. The results support my argument. Furthermore, I find evidence in support of the theoretical mechanism using survey experiments and panel survey data from Britain. The article shows that moral rhetoric is a party campaign frame that has important consequences for voter behavior.
During election campaigns, parties attack each other's non-ideological traits such as competence and integrity. However, it is unclear to what extent valence attacks reduce voter support for the target party. Drawing from theories on left-right personality and associated cognitive flexibility, we argue that valence attacks harm the electoral performance of leftist but not rightist parties. The relative openness of leftist voters makes them more willing to accept negative information about their party and act upon it. In contrast, the relative closedness of rightist voters makes them less likely to reconsider their political preferences in the face of negative information. We find robust evidence for our argument at the aggregate and individual levels using original data on media coverage of party campaigns in 10 European countries. We also provide experimental evidence in support of our argument. The findings have important implications for research on non-ideological rhetoric in party competition.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.