Swirl Absentee Ballots for Windy Weather

It makes sense that high winds on Election Day dampen voter participation. People hesitate leaving home or work when the weather is bad. It’s less obvious how even moderate wind speeds lead voters to select more cautious policy alternatives, on average, when they get to the polling place.
     The explanation is that moderate wind speeds, compared to lower wind speeds, activate an urge to protect against losses, according to a team of researchers at University of California-Berkeley, Harvard University, University of Zurich, and Columbia University. The effect is an example of the promotion-focused versus prevention-focused distinction seen throughout consumer psychology research. People in a promotion-focused mindset seek opportunities for growth and are interested in creativity. People in a prevention-focused mindset seek security and avoid risks. The researchers verified in their studies that outdoor windy conditions move people toward a prevention focus.
     The researchers emphasize that this makes a difference only when the voter is choosing between what the voter perceives as promotion- versus prevention-oriented alternatives. The study data were collected on ballot issues such as immigration restrictions, Scottish independence, and Brexit from voters who voted or could vote on those issues.
     Along with reporting the results of their findings regarding wind speed, the researchers cite prior studies showing how other weather phenomena, such as rain and heat, influence decisions. They advise election administrators to stay aware of these factors, which may appear irrelevant. To bring election results closer to the true sentiment of the people, the researchers recommend making mail-in voting and early voting available. Spread the effects. Windy weather on Tuesday may have been preceded by a week of calm weather, and a windy weekend might be followed by a calm Election Day.
     Evidence is it’s not just a moderate wind which can influence decision making. Researchers at University of Massachusetts and University of Houston found that a gentle wind blowing in a person’s face increases openness to innovative ideas—the opposite of what was found for a moderate wind in the election influence study. These wind-in-the-face studies compared the effects with those of wind blowing on a person’s back.
     The front of the head is more sensitive than the back to airflow. The researchers attribute the effect to energizing the individual. It should be particularly relevant for the many consumers in society who are not only constricted in their thinking, but also too fatigued to think innovatively.

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Image at top of post based on photo by Sandro Kradolfer from Unsplash