摘要：Research on so-called bandwagon effects convincingly has established that individuals distinctly prefer expected winners to expected losers when they evaluate candidates for office. This article examines variation in the framing of electoral expectations which produce bandwagon effects, and the ways in which this variation matters. In particular, it considers how the media’s affective (positive/negative) and attritional (personal/situational) framing of expectations influences people’s propensity to support an expected winner. The experimental results presented suggest that variations in electoral expectations lead to systematic differences in the magnitude of bandwagon effects, the negative-personal frame exerting the largest influence on vote choice.
