THE EFFECTS OF PRESIDENTIAL DEBATES ON THE ELECTORATE'S PREFERENCES FOR CANDIDATES

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Abstract
Previous research on presidential debates indicates that these events often reinforce citizens' preferences for candidates, but only occasionally lead people to change their choice for president. Using three panel studies for the CBS/New York Times Poll, this article questions this view. While the results show that many individuals' preferences were reinforced, there also appeared to be sizable potential for debates to change citizens' preferences—especially among those respondents who were undecided or were weakly committed to one of the candidates. An implication of these findings is that debates may have a greater effect on the outcome of elections than previously thought.

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