OF HORSESHOES AND HORSE RACES - EXPERIMENTAL STUDIES OF THE IMPACT OFPOLL RESULTS ON ELECTORAL-BEHAVIOR

The article examines the impact of poll results on voter support for c andidates. An experimental design was used to manipulate candidates' l evel of support in reputable opinion polls. The poll results were pres ented in a television newscast. The effects of the poll-related news r eport were assessed with regard to voters' intention to vote, their as sessments of the candidates' prospects, and their voting preference. O ur results indicate that exposure to poll results influences individua ls' preferences significantly (people become more positive toward the leading candidate) but not their intention to vote.