Both the right and the left are guilt-tripping voters, counting on peer pressure to get out the vote, but each side is going about it a little differently, and with wildly different results. The basic idea, and the psychology behind it, is described in “Social Pressure and Voter Turnout: Evidence from a Large-Scale Field Experiment,” a research study authored by Alan Gerber and Donald Green of Yale, and Christopher Larimer of the University of Northern Iowa. The crux is simple: people are more likely to vote when they think they’re not keeping up with their neighbors’ voting trends. If everyone knows the Joneses are consistently voting, the Joneses’ neighbors are more likely to vote too.
So how has this played out in the 2012 presidential election?
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