Minimal effects hypothesis

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In political science, the minimal effects hypothesis states that political campaigns only marginally persuade and convert voters. It was formulated during the early research in voting behavior in 1940s-1960s. The hypothesis seemed solid and was associated with the general assumption that the voters had clear positions on issues and knew where the candidates stood. Since then the hypothesis was criticized and empirical research of 1980s-1990s had shown that voters do have uncertainties about candidates' positions and these uncertainties influence their decisions. These findings have led to the renewal of the interest in research of the effects of campaigns. ^[1]