- The document discusses research on context effects in candidate favorability ratings from 2012 election surveys. It finds that asking about the more familiar candidate (Obama) first led to higher unfavorability and lower uncertainty ratings for the less known candidate (Romney) compared to asking about Romney first. - The effect was strongest for respondents with less education, independents, and Democrats and weakened over the course of the campaign as Romney became more familiar. Modest effects were also found for other lesser known candidates depending on order. - The role of familiarity with the candidates and which question order provides the best approximation of views are discussed.