We find using laboratory experiments that primes that make religion salient cause subjects to identify more with their religion and affect their economic choices. The effect on choices varies by religion. For example, priming causes Protestants to increase contributions to public goods, whereas Catholics decrease contributions to public goods, expect others to contribute less to public goods, and become less risk averse. A simple model implies that priming effects reveal the sign of the marginal impact of religious norms on preferences. We find no evidence of religious priming effects on disutility of work effort, discount rates, or dictator game generosity.

We showed 10-second silent video clips of unfamiliar gubernatorial debates to a group of experimental participants and asked them to predict the election outcomes. The participants' predictions explain more than 20% of the variation in the actual two-party vote share across the 58 elections in our study, and their importance survives a range of controls, including state fixed effects. In a horse race of alternative forecasting models, participants' forecasts significantly outperform economic variables in predicting vote shares and are comparable in predictive power to a measure of incumbency status. Participants' forecasts seem to rest on judgments of candidates' personal attributes (such as likability) rather than inferences about candidates' policy positions. Though conclusive causal inference is not possible in our context, our findings may be seen as suggestive evidence of a causal effect of candidate appeal on election outcomes.