 Though this study does neglect questions concerning how and why real politicians use polling results to prime voters, Jacobs and Shapiro effectively demonstrate that the priming process is powerful enough to be used intentionally by political candidates as a tool to influence public opinion during election campaigns.In Iyengar, Peters, and Kinder's 1982 study of priming, they set out to determine what effect intentional priming might have on the public's evaluation of president Jimmy Carter.Their hypothesis stated that making certain political topics salient through primetime media, such as defense or spending, would cause viewers to evaluate president Carter based on said topics.