Whether You Vote Is Public Information

I recently saw an ad in Virginia with the following statement: "Who you vote for is private information, but whether you vote is public information." I thought that 'voting' and 'public information' being used in the same sentence was a little off putting, but if we think about this like an economist, it is easy to understand why this was the intended reaction of the ad. 

We should all be familiar with Johnson's theory on rational abstention. As a quick refresher, the marginal benefit of an individual vote affecting the election is infinitesimally small and is outweighed by almost any cost, such as time spent going to the polls. Therefore, abstention is rational. However, millions of people still vote. They vote not to change the election, but to avoid the social pressures, embarrassment, or informal costs associated with abstention. 

This ad implies that whether or not you cast a ballot matters to other people, and thus there exists a real cost to abstention. If you follow this link here, you can order a list of everyone who voted in Virginia. Interesting, right? You could use this list to shame people for not voting. 

This ad is a brilliant and economically sound way to increase voter turnout, helping to mitigate the damaging effects of abstention.