Do we need warm leaders? Exploratory study of the role of voter evaluations of leaders’ traits on turnout in seven European countries

Previous research on leader effects has focused exclusively on the impact of voters’ evaluations of leaders on vote choice, disregarding possible effects on the prior step of deciding whether or not to turn out to vote. In line with the personalisation of politics thesis, leaders have a higher impact among dealigned voters. Previous studies have demonstrated that leader effects are stronger among voters who voice their dealignment – namely party switchers. However, the potential impact of leaders among those who exited (i.e., who have abstained) is still unstudied. Could leaders have a mobilisation effect and therefore trigger turnout decisions? What characteristics of party leaders are more relevant in this regard? This article is the first comparative study to examine how the evaluation of party leaders’ traits influences voter turnout in general elections. The work incorporates data from election studies across seven countries with different social contexts (Portugal, Spain, Ireland, Germany, United Kingdom, Italy and Hungary). Characteristics of leaders were grouped into two dimensions – competence and warmth – in accordance with the stereotype content model and relevant studies on leaders’ traits evaluation. Multiple binary logistic regression models were performed to analyse the predictive power of competence and warmth on turnout, controlling for sociodemographic, political ideology variables and voters’ past political behaviour. Results reinforce the personalisation of politics theory, showing the utmost relevance of warmth personality traits of leaders in voter turnout decisions. Competence personality traits were found to be relevant only in some situations. Interaction effects were also demonstrated between warmth evaluations and identifying with a right-wing party as well as past political behaviour with both warmth and competence.     

Is there cross-national evidence that voters prefer men as party leaders? No

To what extent does party leaders' sex influence how voters evaluate them? Despite a burgeoning literature on gendered biases and institutional barriers that women face in politics, this question has received little systematic attention. We address this question using the first large-scale cross-national analysis of voters’ party leadership evaluations. Using three waves of the Comparative Study of Electoral Systems (CSES) from 1996 to 2016, we find that voters evaluate female party leaders more positively than male party leaders. In addition, we find a gender affinity effect exists for female but not male respondents. These findings have important implications for the study of party leadership and women in politics as well as practical implications for political parties considering promotions and leadership contests.     

Is there a friends-and-neighbors effect for party leaders?

The friends-and-neighbors effect, which refers to voters' tendency to support politicians near hometown areas, has not yet been tested systematically for party leaders. Linking a built-for-purpose dataset on 266 leaders to a sample of 380,208 voters from 50 country elections in 19 parliamentary democracies drawn from the Comparative Study of Electoral Systems (CSES) project, this article examines the effect of party leaders' local proximity on voters' leader evaluations and voting intentions. I hypothesize that leaders receive more positive evaluations and electoral support from voters in the district where they run for election. The results show that shared district increases voters' sympathy for leaders and their inclination to vote for the party of ‘near’ leaders. While the location of party leaders affects voters in all electoral systems, I find that the friends-and-neighbors effect on leader evaluations and party vote choice is stronger in systems with personalized, preferential and combined ballots.     

Voter polarisation and party responsiveness: Why parties emphasise divided issues,but remain silent on unified issues

How does voter polarisation affect party responsiveness? Previous research has shown that political parties emphasise political issues that are important to their voters. However, it is posited in this article that political parties are not equally responsive to citizen demands across all issue areas. The hypothesis is that party responsiveness varies considerably with the preference configuration of the electorate. More specifically, it is argued that party responsiveness increases with the polarisation of issues among voters. To test these theoretical expectations, party responsiveness is analysed across nine West European countries from 1982 until 2013. Data on voter attention and voter preferences with regard to specific policy issues from a variety of national election studies is combined with Comparative Manifestos Project data on parties' emphasis of these issues in their election manifestos. The findings have major implications for understanding party competition and political representation in Europe.     

Parties and their Leaders. Does it matter how they match? The German General Elections 2009 in comparison

The ‘personalization of politics’ hypothesis assumes that personalization takes place in election campaigns, in the mass-media, and in the calculus of voting. We claim that the distinction between person/leader and organization implicitly assumed by the personalization hypothesis does not capture how voters observe politics. In contrast, our hypothesis is that evaluation criteria regarding parties and leaders are not in competition but reinforcing. This hypothesis is investigated by looking at the relevance of party and leader evaluations for vote choice in the German Federal Elections in 1998, 2002, 2005, and 2009. The results show that party evaluation matter more than leader evaluation and, more importantly, a match of parties and their leaders with regard to general evaluations determine vote choice as good as single evaluations together.     

Big expectations, small outcomes: The impact of leaders' personal appeal in the 2004 Greek election

The 2004 Greek election provides an interesting case study for examining the impact of party leaders on the vote. A change in governing party leadership a few months before polling day had two important implications. First, it generated a highly favourable context for the emergence of decisive leadership effects. Second, it made it feasible to grasp empirically how voters form their evaluations of new leaders. Regarding the first question, the findings indicate that even in the most favourable environment the impact of leadership evaluations on the overall electoral outcome is only slight. Regarding the second, it seems that the change of leader at the start of an election campaign can be a mixed blessing. Whereas it can help a party to divert media and public focus from other less favourable issues, the party pays a corresponding price when its new leader has to learn the job in the full glare of an election campaign.     

Reference Dependence in Political Primaries

This research considers how reference dependence impacts choice in a primary election. The normative advice is to weigh personal political preference against the greater ability of a more electable candidate to win the later general election. Here a behavioral view of primary elections is developed by adding reference dependence to a Hotelling model of political competition. The model details the impact of references on voter choice and generates recommendations as to the reference marketers for any candidate would like primary voters to employ. The advice to a more electable, that is, moderate, candidate is to encourage voters to compare the primary candidates to the extremes of the opposite party. A less electable candidate should encourage voters to compare the candidates to positions within their own party.     

Leader heuristics,political knowledge and voting in Britain's AV referendum

This paper uses data gathered in the British Election Study's 2011 AV Referendum Survey to investigate the impact of party leader images on referendum voting. The emphasis on leader images accords well with research showing that leader heuristics have sizable effects on voting in major referendums and general elections in Britain and other mature democracies. Reacting to these findings, some analysts have argued that the effects of leader images are heterogeneous, being stronger for voters with lower levels of political knowledge. In contrast, consistent with recent research in experimental economics and political psychology, it can be hypothesized that more knowledgeable voters rely more heavily on leader heuristics than do less knowledgeable individuals. Using multivariate statistical techniques developed for interpreting interaction effects in nonlinear models, analyses indicate that a political knowledge index focusing on the electoral system does not have statistically significant effects on referendum voting. However, voters' knowledge of leaders' positions on AV does interact with leader images. The analyses show that voters with higher levels of political knowledge are influenced more strongly by leader heuristics than are those who are less knowledgeable.     

Election Campaigns in Postwar Norway (1945–1989): From Party-Controlled to Media-Driven Campaigns

From 1945 to the end of the 1980 s, Norway's election campaigns have changed substantially. The mass media – particularly television – have grown in importance, partly structuring the election campaign. In this study the period in question is divided into three phases: (1) 1945–57, a phase characterized by a loyal party press and the breakthrough of radio; (2) 1961–69, a phase characterized by a loyal party press under pressure and the advent of television; (3) 1973–89, a phase characterized by the dissolution of the party press and the beginning of the television era. In the course of these decades, the media's coverage of election campaigns has been 'liberated' from the political parties. This move from party-controlled to media-driven election campaigns coincides with a more turbulent period among the voters, a period with a higher level of voter volatility. The changing role of the mass media has not led to dramatic shifts in activity, at least not as reflected by two indicators – voter turnout and level of informal discussion. Recent changes in the pattern of voting participation, however, may be associated with the role of the media. The gap between centre and periphery in voter turnout has gradually been bridged , and television is probably one of the bridge-builders. With television as the major arena for the election campaign, the stream of political impulses which serve as mobilizing forces has become more or less the same in both centre and periphery.     

Are Party Activists the Party Extremists? The Structure of Opinion in Political Parties

In re-examining May's law of curvilinear disparity, this article analyzes the structure of opinion of political parties. May suggests that voters, party leaders and party activists have different incentives to participate in politics, and therefore voters and leaders have more moderate positions on issues than party activists. This article is based on the extensions of May's law made by Kitschelt, who argues that curvilinear disparities, although not general phenomena, are bound to occur in specific circumstances. We have focused on the level of cleavage conflict in the system, the variable that Kitschelt himself found to be critical for explaining party radicalism among sub-leaders. Using the Norwegian multiparty system as a test case, we propose that radicalism among party activists is conditioned by the relative saliency of different policy dimensions. The empirical analysis, which is based on surveys of MPs, party members and voters in connection with the general election of 1993, gives very little support to our proposition.     

Confident and cautious candidates: Explaining under-representation of women in Danish municipal politics

Why are women under-represented even in democratic and egalitarian countries? Previous research considers either demand-side or supply-side explanations. We integrate both perspectives in a least-likely case for the under-representation of women, namely the municipal councils in Denmark. The data stems from a candidate choice conjoint experiment, a survey among potential candidates, and data on the actual pool of nominated candidates. On the voter demand-side, we show that there is no pro-male bias in general or in combination with other candidate traits nor that traits evaluated positively by voters appear more frequently among actual male candidates. On the supply-side, we find that women are less likely to be interested in running for political office. This is primarily because women assess their own political qualifications significantly lower than men. The under-supply of female candidates seem to drive the disparity suggesting that we should focus more on supply-side factors to overcome the gender imbalance.     

Getting things straight: The effects of ballot design and electoral structure on voter participation

This paper considers the implications of the straight-party voting option (STVO) on participation in judicial elections. Voters using straight-party options (by definition) do not vote for candidates in nonpartisan elections. Consequently, ballot roll-off in these elections is more likely to occur when people are given the chance to vote the party ticket and complete the voting process quickly. This is the case because nonpartisan judicial elections are considerably less salient than statewide and federal partisan elections. This article separates out the effects of the institutional structure of the election on political participation with the effects of ballot design. We find that in nonpartisan elections, the straight-party option decreases voter participation since voters who utilize the straight-ticket option may erroneously believe that they have voted for these nonpartisan offices, or simply ignore them. However, in nonpartisan elections without straight-ticket voting, participation is increased compared to nonpartisan elections with straight-ticket voting. Additionally, both forms of nonpartisan elections have less participation than partisan elections, all of which have the straight-ticket option. Thus, voter participation is affected not only by the type of election, but the type of voting rules in the election.     

A new barrier to participation: Heterogeneous application of voter identification policies

In democratic societies there is a tension between maximizing ballot access and minimizing voter fraud. Since the 2000 presidential election, this tension has been central to discussions about election reform at the national, state, and local level. We examine this tension by focusing on the implementation of voter identification laws in one state that has experienced significant issues in recent elections, and that is currently implementing election reform: New Mexico. We hypothesize that Hispanic voters are more likely to show some form of identification than other types of voters. Using a voter data set from New Mexico's First Congressional District in the 2006 election, we find that Hispanic, male and Election Day voters are more likely to show some form of identification than non-Hispanic, female and early voters. In addition, using an overlapping study of Bernalillo County 2006 poll workers, which almost entirely overlaps with the First Congressional District, we find no evidence that differences in poll worker partisanship or ethnicity produce differences in voter identification procedures. Our findings suggest that broad voter identification laws, which may be applied unequally, may be perceived as discriminatory.     

Short-term forces and partisan change in Canada: 1974–1980

The theoretical attractiveness of party identification derives in large measure from its presumed stability at the level of the individual voter. Recent studies conducted in Great Britain and the United States suggest, however, that partisan attachments are less stable than originally believed, and respond to the impact of shortterm forces. This paper uses newly available, national panel surveys to consider the Canadian case. Between 1974 and 1980 party identification in this country is characterized by aggregate stability and individual change. The latter is not confined to particular groups of voters and is not strongly associated with time-related reinforcement effects, but rather reflects variations in party leader and party/issue preferences. Further, interaction effects suggest that extent of political interest and patterns of partisanship across levels of the federal system condition processes of partisan change.     

Die Metamorphosen der AfD-Wählerschaft: Von einer euroskeptischen Protestpartei zu einer (r)echten Alternative?

Within a very short time the German party “Alternative für Deutschland” (AfD) was able to position itself as a representative of neglected groups and taboo issues. At the occasion of the federal election 2017, the party received more than ten percent of the votes and is now represented in the German Bundestag. However, it still remains unclear if the AfD will establish itself in the German party landscape in the long-run. Until today, the development of the AfD is marked by continuous quarrels about political positions and leaders. These conflicts and the associated changes may have an important impact on the party’s prospect of establishment. Of particular interest is whether the AfD already has a loyal electorate or the party is primarily elected by volatile voter segments motivated by protest and anti-party-sentiments. Applying a longitudinal perspective the article outlines that the party’s success depends heavily on volatile voter segments. However, a certain increase of loyal voters has also been observed – albeit on a low level.     

Measuring Political Brands: An Art and a Science of Mapping the Mind

The field of political brands has developed a host of approaches and explored a variety of cases over the last years. However, less attention has been devoted to brand measurement—specifically efforts to construct a measure that attempts to explain the relationship between voters and parties. Against this backdrop, this article discusses how to measure a political brand by first selecting one part of the diverse brand concept for further investigation. Next, the two existing brand measures in the literature are evaluated, and the article proposes an alternative measure that underlines a stronger connection to the immense political science literature on voters and parties. Then, the three measures are compared by empirically investigating which measure is best at explaining voters' party sympathy. Here, it is demonstrated that the alternative measure seems to be the most valid and reliable construct when it comes to explaining voters' sympathy for a particular party. Finally, the proposed alternative measure is further validated in a representative sample (N = 2251), establishing a preliminary correlation between party brand and voter sympathy.     

Congruence between voters and parties: The role of party-level issue salience

The level of congruence between parties and their voters can vary greatly from one policy issue to another, which raises questions regarding the effectiveness of political representation. We seek to explain variation in party–voter congruence across issues and parties. We focus on the hypotheses that (1) average proximity between the positions of voters and the party they vote for will be highest on the issues that the party emphasises in the election campaign and that (2) this relationship will be stronger for niche parties. We test these hypotheses using data on the policy preferences of voters, party positions, party attention profiles and salience on concrete policy issues in four countries: The Netherlands, Ireland, Germany and Sweden. Overall, we find that voter–party proximity tends to be higher on issues that the party emphasises. As these are the issues where parties typically have the greatest policy impact, this implies that the quality of representation is highest where it matters most. There is some limited evidence that the positive relationship between issue salience and proximity is stronger for niche parties. In sum, the quality of policy representation varies strongly with party-level issue salience and to a lesser extent with the type of political party.     

Ideology,Salience, and Complexity: Determinants of Policy Issue Incongruence between Voters and Parties

How come voters and their parties agree or disagree on policy issues? We claim that voter–party mismatches are due to a lack of information of voters regarding parties' positions. Three mechanisms determine levels of information: ideology, salience, and complexity. We test these ideas drawing on a large sample of policy statements (50) presented to voters and party leaders prior to regional elections in Belgium. Contrary to existing studies, we include predictors on all three levels: issue, voter, and party level. We find support for our claim. Major ideological divides such as the left–right divide yield useful information to the voters about where parties stand. Salience also generates information for voters, or makes information more accessible for voters, which decreases the odds that they have a different stance than their party. Our measures of complexity yielded the expected results too. When the task of voting is made more difficult, voters succeed less in voting for a party that matches their preferences.     

The motivated electorate: Voter uncertainty,motivated reasoning,and ideological congruence to parties

This paper investigates the consequences of voter uncertainty on voter–party ideological congruence. Building on the theory of motivated reasoning, it argues that voter feelings about political parties should determine whether they will be attracted or repelled by uncertain policy positions. The empirical analysis demonstrates the following. First, voters employ a ‘likability’ heuristic: they perceive more (less) ideological proximity to the party they (dis)like, regardless of the actual party position. Second, the likability effect boosts as the voter’s uncertainty increases. Facing a party with a vague ideological position, voters who dislike the party exaggerate the ideological distance, whereas those who like the party underestimate this distance. These findings imply that raising voter uncertainty might help the party to the extent that it is liked, but it can backfire if the party is not popular enough. More generally, the results bear important implications for the literature on voter uncertainty and party strategies.