16,016 rated or chosen profiles from 1,013 respondents, in up to 8 tasks of 2 profiles varying on 3 attributes.

About this table

Description	1,013 US adults (NORC AmeriSpeak, March-April 2021) each judged which of two mock-up online ads was more political, over 8 pairs; ads varied the sponsor (6), the energy/environment message (6) and the image (5).
Reference	Edelson, L., Lockett, D., Guillard, C., Lauinger, T., Li, Z., Montgomery, J. M., & McCoy, D. (2025). What drives perceptions of the political in online advertising? The source, content, and political orientation. Journal of Experimental Political Science, 13(1), 36-50.
DOI	10.1017/xps.2025.4
Licence	CC0 1.0
Source data	https://doi.org/10.7910/DVN/DW6ZGZ

Notes

Conjoint table (irw_conjoint). choice = which of two ads is more political ('Which of these two ads is more political?', pilot wording), forced choice, no opt-out. Ads were images; attribute values are the authors' labels (sponsor, message short label, image), not the ad text. 96 tasks without an answer omitted; task order as display order not documented.

These notes describe the source data, which the IRW reproduces as released. All notes are listed on the Data Notes page.

Size and shape

Respondents	1,013
Rows (one per respondent, task and profile)	16,016
Tasks per respondent (most)	8
Profiles per task	2
Attributes	3
Tasks with no profile chosen	0

Design

Topic	political communication
A profile represents	message
Country	US
Language shown	en
Language of stored levels	en
Randomization restrictions	unknown
Task order	recorded in the deposit
Profile position	recorded in the deposit

Outcomes:

choice	Which of these two ads is more political? [choice, forced]

Columns

attr_imageattr_messageattr_sourcechoicecov_agecov_education_codecov_gendercov_party_id7cov_survey_weightidprofiletask

The layout (one row per respondent, task and profile; choice/rating outcomes; attr_ columns holding each attribute level as displayed) is defined in the IRW conjoint standard. What the outcomes asked is under Design above.

Get the data

Download CSVno account needed Browse on Redivisexplore and query Croissant metadataHugging Face, Kaggle, OpenML

Or load it directly in R or Python (both need a free Redivis account; the first call opens a browser to sign in):

# R
install.packages("remotes")
remotes::install_github("itemresponsewarehouse/Rpkg")
library(irw)
df <- irw_fetch("edelson_2025_political_ads", source = "conj")

# Python
pip install irw

import irw
df = irw.fetch("edelson_2025_political_ads", source="conj")

How to cite

@article{Edelson_2025, title={What Drives Perceptions of the Political in Online Advertising?: The Source, Content, and Political Orientation}, volume={13}, ISSN={2052-2649}, url={http://dx.doi.org/10.1017/xps.2025.4}, DOI={10.1017/xps.2025.4}, number={1}, journal={Journal of Experimental Political Science}, publisher={Cambridge University Press (CUP)}, author={Edelson, Laura and Lockett, Dominique and Guillard, Celia and Lauinger, Tobias and Li, Zhaozhi and Montgomery, Jacob M. and McCoy, Damon}, year={2025}, month=Sept, pages={36–50} }

Version and provenance

IRW version	v584
Redivis dataset	irw_conjoint v4.2
Redivis dataset DOI	10.57761/qkye-q530
Manifest pin for this IRW version	v4.2
Metadata source	irw_meta v44.0