Debate-induced opinion change - What matters?

In this article, we focus on the extent and sources of attitude change prod uced by the second 1996 presidential debate. First, we test the magnitude o f attitude change brought about by the 1996 debate. Next,we focus on the ro le of candidate status, testing whether the viewers' opinions toward the ch allenger are more variable than viewers' opinions toward the incumbent. Fin ally, we ascertain the specific aspects of each candidate's performance tha t spurred opinion change. Using a panel design, we interviewed a live audie nce and a television audience of the the second presidential debate in 1996 . We find that the debate did lead many viewers to alter their attitudes to ward the candidates, the viewers' attitudes toward Bob Dole were more varia ble than their Attitudes toward Bill Clinton, and stylistic concerns were m ore important to viewers than political considerations.