Issue Importance and Performance Voting

Issue importance mediates the impact of public policy issues on electoral decisions. Individuals who consider that an issue is important are more likely to rely on their attitudes toward that issue when evaluating candidates and deciding for whom to vote. The logic behind the link between issue importance and issue voting should translate to a link between issue importance and performance voting. Incumbent performance evaluations regarding an issue should have a stronger impact on the vote choice of individuals who find that issue important. The analysis demonstrates that there is a significant interaction between performance evaluations and issue importance. People concerned about an issue assign more weight to their evaluations of the government's performance on that issue when making up their mind.