Group-based appeals and the Latino vote in 2012: How immigration became a mobilizing issue

We evaluate a theory of campaign learning in the context of immigration and the 2012 Latino vote. Following events in Nevada and Arizona after the 2008 election and prior to the 2012 election, we argue and show that Obama's campaign team learned from several Democratic U.S. Senate campaigns in how best to mobilize the Latino vote on the issue of immigration. As a result, we argue, this campaign learning led to an increase in the Latino vote for Obama. To demonstrate this, we compare a group-based appeals model against a traditional vote-choice model, and show that variables measuring Latino Outreach had the greatest impact on the 2012 Latino vote - above and beyond party identification and other traditional vote-choice predictors.