In the mid-20th century, what did scholars discover about campaigns and voter decision-making?

Question

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Scholars discovered that campaigns have less influence on voters than many anticipate because they are guided by their identification with a political party and social groups. This is known as the "party identification" theory, which suggests that voters are more likely to vote based on their pre-existing political affiliations and group identities than on campaign messages.

In the Mid-20th Century, What Did Scholars Discover About Campaigns