The front-runner, contenders, and also-rans - Effects of watching a 2000 Republican primary debate

This study reports the effects of viewing a Republican primary debate that took place December 2, 1999 in Manchester: New Hampshire, and includes sir candidates: Gary Bauer; George Bush, Steve Forbes. Orrin Hatch, John McCain , and Alan Keyes. After viewing the debate, respondents' perceptions of can didate image changed, and candidate vote preferences also changed Our resul ts suggest that primary debate participation may have negative consequences for a campaign front-runner: This study also measures reactions to candida tes' specific issue appeals and finds that appeals made by the large field of primary candidates vying for public attention-whom we label also-rans-te nd to be evaluated more negatively by debate viewers than those appeals mad e by the better-known candidates. Finally, candidates who adopt the often e mployed debate strategy of attacking the front-runner might find that such a strategy is more successful if employed in moderation.