Competing issue frames and attitude consistency: conditions for understanding public opinion

Competing elite cues help citizens crystallize their policy opinions. Political leaders prime and frame issues in opposing terms, allowing them to be emphasized and discussed in electoral competition. With equal message flows, citizens contrast policy issues and attach personal relevance to the side of the issues as campaigns connect policy alternatives to citizens' underlying political principles. Through these means, citizens in a low information environment become better informed. Since data are structured in levels of groups and coefficients can vary depending on groups, multilevel models are used. The findings show that when they are exposed to competing issue frames, citizens tend to increase constraint between their general political principles and perception of meaningful differences between candidates. This effect is remarkable for the less grounded people.