Stories beat experts: A survey experiment on political persuasiveness

Are personal stories more effective in shaping opinion than experts’ endorsements? This study investigates the persuasiveness of personal stories and expert endorsements in shaping public opinion on education spending and pollution reduction policies. Using a survey experiment in Spain, we found that personal stories consistently increased support for both policies, with a particularly strong effect on citizens with populist attitudes or voters of populist parties. These findings contribute to a better understanding of the success of populist parties and the influence of personal stories on public opinion.