Numeracy and the Persuasive Effect of Policy Information and Party Cues.

ABSTRACT

Numeric political appeals represent a prevalent but overlooked domain of public opinion research. When can quantitative information change political attitudes, and is this change trumped by partisan effects? We analyze how numeracy-or individual differences in citizens' ability to process and apply numeric policy information-moderates the effectiveness of numeric political appeals on a moderately salient policy issue. Results show that those low in numeracy exhibit a strong party-cue effect, treating numeric information in a superficial and heuristic fashion. Conversely, those high in numeracy are persuaded by numeric information, even when it is sponsored by the opposing party, overcoming the party-cue effect. Our results make clear that overlooking numeric ability when analyzing quantitative political appeals can mask significant persuasion effects, and we build on recent work advancing the understanding of individual differences in public opinion.