Political parties and civic organizations disseminate information to improve citizen decision making in local elections. Do citizens choose to consume such information and, if so, how does it affect their decisions? We conduct a survey experiment during a real-world local election that randomly assigns 1) political party endorsements, 2) a voter guide, 3) no information, or 4) a choice among these options. Respondents assigned to receive party endorsements and a voter guide are more likely than respondents receiving no information to choose candidates who share their policy views. When given a choice, a majority opts to receive information (including many with low levels of political interest), with most respondents preferring a voter guide. Using an instrumental variable approach, we show that the effect of information on those who choose to receive it is substantial. These results offer hope that voter education efforts can succeed despite widespread political disinterest.
