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Third-Party Labels Bias Evaluations of Political Platforms and Candidates

The current research investigated the role that partisanship plays in evaluations of third-party political policies and candidate evaluations. Democratic and Republican participants read political party and candidate brochures labeled with their own party or with an ideologically similar third party (Green or Libertarian). All other brochure information was identical. Participants evaluated the policies and candidate more favorably and indicated a greater intention to vote for the candidate when the brochure was labeled with their own party than the third party. Study 2 suggested that these effects were not due to strategic voting and that emotion may be a mediating variable.