100%(7)7 out of 7 people found this document helpful
This preview shows page 2 - 3 out of 3 pages.
able to use a larger scale setting such as a school or workplace. Weaknesses of field experiments are that it is not possible to control variables as closely as you would in a lab experiment. The Hawthorne Effect may reduce the validity of results because the respondents may act differently because they know they are part of an experiment. Places may be reluctant to all researchers in so you may also have limited access. 2.Describe the steps a political TV campaign strategist might take in order to maximize voter choice in terms of the reinforcement and crystallization effects on a target constituency.
board is an important issue to many Republican voters. Hence, they will emphasize keeping school board pay down in her ad messages over other, possibly more important issues. Reinforcement serves to keep you loyal to your party by reinforcing belief’s you already hold.The Crystallization theory, however, exists to win over undecided voters from the opposing party by swaying their loyalties on a particular issue. An example would be to promote your candidates favoritism of gay marriage on their TV ads. The strategist wants to promote their Democratic candidate in a local election and have determined that a pro-gay marriage stance willhave a great reach on both sides. The above mentioned Republican candidate usually votes along his party lines but may be lured to vote Democrat for the local election. Straight conversion of voters from one side to the other has been deemed by research to be veryunlikely, and is wisely avoided by campaign strategists. By realistically aiming to reinforce party loyalists and/or crystallize the vague views of the elusive undecided’, a strategist can go a long way toward securing victory for his client candidate.