Priming Predispositions and Changing Policy Positions: An Account of When Mass Opinion Is Primed or Changed

Abstract

Prior research provides limited insights into when political communications prime or change citizens’ underlying opinions. This article helps fill that void by putting forth an account of priming and opinion change. I argue that crystallized attitudes should often be primed by new information. An influx of attention to less crystallized preferences, however, should lead individuals to alter their underlying opinions in accordance with prior beliefs. Since predispositions acquired early in the life cycle—such as partisanship, religiosity, basic values, and group‐based affect/antagonisms—are more crystallized than mass opinion about public policy, media and campaign content will tend to prime citizens’ predispositions and change their policy positions. Both my review of previous priming research and original analyses presented in this study from five new cases strongly support the crystallization‐based account of when mass opinion is primed or changed. I conclude with a discussion of the article's potential political, methodological, and normative implications.