Replication Data for: How Group Appeals Shape Group-Party Linkages in Two Political Systems

To attract voters, politicians can appeal to their interests and attitudes through policies. They can also appeal to their identities by supplying candidates that belong to their social group or by sending messages that directly target the group. While there is an advanced literature on the role of policy appeals, much less is known about the effects of other appeals, whether social or group-based, or how they work. We conduct a conjoint experiment in Britain and Norway where we estimate the effects of all three types of appeals, with an emphasis on appeals to social class. We find that identity appeals have strong effects, even rivalling those of our policy appeals. In both countries, the effects are driven by appeals that emphasize out-group conflict rather than in-group solidarity. Our findings thus show, in line with the literature on affective polarization, that out-group conflict plays a large role in attracting voters.