In January 1980 a panel of distinguished social scientists and statisticians assembled at the National Academy of Sciences to begin a thorough review of the uses, reliability, and validity of surveys purporting to measure such subjective phenomena as attitudes, opinions, beliefs, and preferences. This review was prompted not only by the widespread use of survey results in both academic and non-academic settings, but also by a proliferation of apparent discrepancies in allegedly equivalent measurements and by growing public concern over the value of such measurements.

This two-volume report of the panel’s findings is certain to become one of the standard works in the field of survey measurement. Volume I summarizes the state of the art of surveying subjective phenomena, evaluates contemporary measurement programs, examines the uses and abuses of such surveys, and candidly assesses the problems affecting them. The panel also offers strategies for improving the quality and usefulness of subjective survey data. In volume II, individual panel members and other experts explore in greater depth particular theoretical and empirical topics relevant to the panel’s conclusions.

For social scientists and policymakers who conduct, analyze, and rely on surveys of the national state of mind, this comprehensive and current review will be an invaluable resource.

CHARLES F. TURNER is professor of Applied Social Research at the City University of New York.

ELIZABETH MARTIN is research associate at the National Research Council.

CONTRIBUTORS: Robert P. Abelson, Barbara A. Bailar, Marian Ballard, Theresa J. Demaio, Otis Dudley Duncan, Baruch Fischhoff, Lester R. Frankel, William H. Kruskal, Michael B. Mackuen, Catherine Marsch, Elizabeth Martin, Sara B. Nerlove, Howard Schuman, Tom W. Smith, Charles F. Turner

Winner of the 2014 Frank Luther Mott-Kappa Tau Alpha Research Award

“Based on a unique sequence of national surveys tracking the 2008 presidential election, The Obama Effect is a breakthrough study. Vividly written, it simultaneously demonstrates the resilience of racial prejudice and the reality of racial progress.”

—PAUL SNIDERMAN, Fairleigh S. Dickinson Jr. Professor of Public Policy and senior fellow, Hoover Institution and the Freeman Spogli Institute for International Studies, Stanford University

“Seth Goldman and Diana Mutz’s rigorous demonstration of the positive Obama effect gives us reason for optimism that racial attitudes, although difficult to change, are nonetheless susceptible to conventional political communications and campaigns. This fine book also validates efforts to combat stereotypical portrayals in the media by showing the power of exemplary images and role models to influence how people think about race in this country.”

—DENNIS CHONG, chair and professor of political science, University of Southern California

Barack Obama’s historic 2008 campaign exposed many white Americans more than ever before to a black individual who defied negative stereotypes. While Obama’s politics divided voters, Americans uniformly perceived Obama as highly successful, intelligent, and charismatic. What effect, if any, did the innumerable images of Obama and his family have on racial attitudes among whites? In The Obama Effect, Seth K. Goldman and Diana C. Mutz uncover persuasive evidence that white racial prejudice toward blacks significantly declined during the Obama campaign. Their innovative research rigorously examines how racial attitudes form, and whether they can be changed for the better.

The Obama Effect draws from a survey of 20,000 people, whom the authors interviewed up to five times over the course of a year. This panel survey sets the volume apart from most research on racial attitudes. From the summer of 2008 through Obama’s inauguration in 2009, there was a gradual but clear trend toward lower levels of white prejudice against blacks. Goldman and Mutz argue that these changes occurred largely without people’s conscious awareness. Instead, as Obama became increasingly prominent in the media, he emerged as an “exemplar” that countered negative stereotypes in the minds of white Americans. Unfortunately, this change in attitudes did not last. By 2010, racial prejudice among whites had largely returned to pre-2008 levels. Mutz and Goldman argue that news coverage of Obama declined substantially after his election, allowing other, more negative images of African Americans to re-emerge in the media. The Obama Effect arrives at two key conclusions: Racial attitudes can change even within relatively short periods of time, and how African Americans are portrayed in the mass media affects how they change.

While Obama’s election did not usher in a “post-racial America,” The Obama Effect provides hopeful evidence that racial attitudes can—and, for a time, did—improve during Obama’s campaign. Engaging and thorough, this volume offers a new understanding of the relationship between the mass media and racial attitudes in America.

SETH K. GOLDMAN is Honors Assistant Professor of Communication at the University of Massachusetts, Amherst.

DIANA C. MUTZ is Samuel A. Stouffer Professor of Political Science and Communication at the University of Pennsylvania.

“Experimenting with Social Norms is a valuable summary of fifteen years of important cross-cultural work using methods drawn from experimental economics that places this work in the larger world of behavioral sciences. It is an essential reference for anybody interested in the evolution of cooperation.”

—ROBERT BOYD, Origins Professor, School of Human Evolution and Social Change, Arizona State University

“Experimenting with Social Norms cleverly combines insights from economic experiments and evolutionary approaches to develop cross-cultural foundations for fairness and punishment norms. The treasure trove of information in this volume provides important insights in the role of norms in both small-scale and more complex societies. It will excite the serious scientist and the interested layperson.”

—ERNST FEHR, Professor of Microeconomics and Experimental Economic Research and Chair, Department of Economics, University of Zurich

Questions about the origins of human cooperation have long puzzled and divided scientists. Social norms that foster fair-minded behavior, altruism and collective action undergird the foundations of large-scale human societies, but we know little about how these norms develop or spread, or why the intensity and breadth of human cooperation varies among different populations. What is the connection between social norms that encourage fair dealing and economic growth? How are these social norms related to the emergence of centralized institutions? Informed by a pioneering set of cross-cultural data, Experimenting with Social Norms advances our understanding of the evolution of human cooperation and the expansion of complex societies.

Editors Jean Ensminger and Joseph Henrich present evidence from an exciting collaboration between anthropologists and economists. Using experimental economics games, researchers examined levels of fairness, cooperation, and norms for punishing those who violate expectations of equality across a diverse swath of societies, from hunter-gatherers in Tanzania to a small town in rural Missouri. These experiments tested individuals’ willingness to conduct mutually beneficial transactions with strangers that reap rewards only at the expense of taking a risk on the cooperation of others. The results show a robust relationship between exposure to market economies and social norms that benefit the group over narrow economic self-interest. Levels of fairness and generosity are generally higher among individuals in communities with more integrated markets. Religion also plays a powerful role. Individuals practicing either Islam or Christianity exhibited a stronger sense of fairness, possibly because religions with high moralizing deities, equipped with ample powers to reward and punish, encourage greater prosociality. The size of the settlement also had an impact. People in larger communities were more willing to punish unfairness compared to those in smaller societies. Taken together, the volume supports the hypothesis that social norms evolved over thousands of years to allow strangers in more complex and large settlements to coexist, trade and prosper.

Innovative and ambitious, Experimenting with Social Norms synthesizes an unprecedented analysis of social behavior from an immense range of human societies. The fifteen case studies analyzed in this volume, which include field experiments in Africa, South America, New Guinea, Siberia and the United States, are available for free download on the Foundation’s website.

JEAN ENSMINGER is Edie and Lew Wasserman Professor of Social Sciences at the California Institute of Technology. JOSEPH HENRICH is professor of psychology and economics at the University of British Columbia.

CONTRIBUTORS: Abigail Barr, H. Clark Barrett, Alexander H. Bolyanatz, Juan-Camilo Cardenas, Kathleen Cook, Jean Ensminger, Michael D. Gurven, Edwins Laban Gwako, Kevin J. Haley, Joseph Henrich, Natalie Henrich, Carolyn K. Lesorogol, Frank W. Marlowe, Richard McElreath, Jennifer Morse, Ivo Mueller, David P. Tracer, John P. Ziker

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Front Matter

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1

Introduction, Project History, and Guide to the Volume

Jean Ensminger and Joseph Henrich

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6

Better to Receive Than to Give: Hadza Behavior in Three Experimental Economic Games

Frank W. Marlowe

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7

Cruel to Be Kind: Effects of Sanctions and Third-Party Enforcers on Generosity in Papua New Guinea

David P. Tracer, Ivo Mueller, and Jennifer Morse

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8

The Tsimane' Rarely Punish: An Experimental Investigation of Dictators, Ultimatums, and Punishment

Michael D. Gurven

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9

Fairness Without Punishment: Behavioral Experiments in the Yasawa Islands, Fiji

Joseph Henrich and Natalie Henrich

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10

Economic Game Behavior Among the Shuar

H. Clark Barrett and Kevin J. Haley

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11

Economic Experimental Game Results from the Sursurunga of New Ireland, Papua New Guinea

Alexander H. Bolyanatz

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12

Maragoli and Gusii Farmers in Kenya: Strong Collective Action and High Prosocial Punishment

Edwins Laban Gwako

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13

Sharing, Subsistence, and Social Norms in Northern Siberia

John P. Ziker

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14

Gifts or Entitlements: The Influence of Property Rights and Institutions for Third-Party Sanctioning on Behavior in Three Experimental Economic Games

Carolyn K. Lesorogol

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15

Cooperation and Punishment in an Economically Diverse Community in Highland Tanzania

Richard McElreath

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16

Social Preferences Among the People of Sanquianga in Colombia

Juan-Camilo Cardenas

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17

The Effects of Birthplace and Current Context on Other-Regarding Preferences in Accra

Abigail Barr

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18

Prosociality in Rural America: Evidence from Dictator, Ultimatum, Public Goods, and Trust Games

Jean Ensminger and Kathleen Cook

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19

Index

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