Loose Lips Win Elections

[mia]

http://www.nytimes.com/2008/01/06/opinion/06mellman.html?ref=opinion


How can we begin to understand why Mitt Romney outspent Mike Huckabee on television in Iowa by 6 to 1, yet lost, after watching his rival jump into the lead even before spending a single dollar on ads? How can we explain John Edwards’s second-place finish despite his being outspent at least 3 to 1?

The answer is no less profound for being simple — what people say to one another can be as potent as what TV advertisements try to make them think.

While 30-second spots will remain a central means of persuasive communication, we have to recognize the power of individuals to influence one another. Our measurements of what Iowans were hearing from friends and colleagues reveal a critical dynamic that unfolded on caucus night....

Money alone can’t purchase word of mouth. After all, Mr. Huckabee and Mr. Edwards were outspent by their opponents on political organizing, as well as advertising. But it can work outside Iowa. It doesn’t take much — just people willing to talk, and listen, to one another.


Good points are made here. Hopefully reliance on word of mouth will work outside of Iowa.