Supporting Veterans: Source Cues, Issue Ownership,and the Electoral Benefits of Military Service

Conventional wisdom has long assumed veteran status to be a beneficial credential for political candidates, but the evidence is mixed on the direct association between military experience and electoral success. Rather than a uniformly advantageous candidate characteristic, we argue veteran status is best understood as an influential source cue and issue ownership factor that can be capitalized on by effective campaign messaging. We outline three potential mechanisms through which veteran candidates unlock electoral gains – solidified issue ownership, enhanced trait ownership, and increased salience of advantageous policy issues. We test these expectations with two online survey experiments, randomizing a fictional candidate’s veteran status and the policy topic discussed in campaign messaging. We find veteran candidates can use a combination of veteran cues and policy messaging to gain an advantage over nonveterans. However, veteran candidates stand to benefit most by talking about crime rather than national defense, as a ceiling effect limits veterans’ ability to enhance their service-related issue and trait ownership ratings by messaging on national defense. By reconceptualizing military service as an effective communication tool rather than a uniformly advantageous biographical line, we clarify the substantial electoral value of veteran status in American politics. More broadly, our findings show that voters respond not just to individual cues derived from partisanship or a candidate’s background, but to the interaction of these cues with campaign messaging.