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Baby Books and Ballots: The Impact of Congressional Mail on Constituent Opinion

Published online by Cambridge University Press:  01 June 1982

Albert D. Cover  and
Bruce S. Brumberg
Albert D. Cover
Affiliation:
State University of New York, Stony Brook
Bruce S. Brumberg
Affiliation:
University of Virginia Law School
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Abstract

Studies have shown that members of the U.S. Congress attempt to exploit many of the perquisites of office for their electoral advantage, but the actual impact of this exploitation has never been clear. Thus a potentially significant part of the advantage of incumbency has been subject to more speculation than analysis. This study develops a simple model that can be used to determine the electoral significance of perquisite use by officeholders. It begins by examining a particular perquisite, the franking privilege, to determine how it affects incumbent saliency and reputation among constituents. Within the context of an appropriate research design, the study finds that the distribution of government pamphlets does boost an incumbent's saliency while also creating a more positive evaluation of the incumbent. The saliency and evaluation effects erode over time, but this erosion can be mitigated through follow-up mailings. These results are incorporated into a model that is used to predict the electoral consequences of perquisite use. The model suggests that perquisites have their greatest impact in constituencies with a relatively small proportion of voters who identify with the incumbent's party.

Type
Research Article
Information
American Political Science Review , Volume 76 , Issue 2 , June 1982 , pp. 347 - 359
Copyright
Copyright © American Political Science Association 1982

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