Question: During the 2012 presidential election, some political action committees sought increased voter participation by sending eligible voters mailings indicating whether or not they voted in previous elections as well as whether or not their neighbors did. Although the mailings did not reveal how the neighbors voted, people receiving them reported feeling pressure to vote in the upcoming election because their past voting behaviors had become public knowledge.
Researchers have conducted studies on the psychology of social influence and found that when voters were held publicly accountable, the likelihood of them voting in the next election increased. Some considered this a form of modern-day shaming; others dismissed it as harmless peer influence.
1. How do you feel about having your voting record mailed to your neighbors?
2. How do you feel about public accountability in other situations?
3. Can you think of a business that uses public accountability to sell its products or services? If so, what language do they use in their advertisements? Do you think it is effective? Do you think it is ethical?
4. Can you think of a way a specific charitable organization might use public accountability as a persuasive strategy? What might be some of the drawbacks of this strategy? Benefits?
5. How would you feel about your electric company sharing your electricity usage with your neighbors? Would such an action cause you to use less electricity?