Chasing an elusive concept: Ideological identifications and candidate choice

This research examines the manner in which ideological identifications covary with candidate choice. Ideological ID is not purely an independent variable for evaluating candidates; evaluations of the candidates affect both individual identification and candidate placements. Prospective voters try to create a consistent cognitive system of candidate preference, ideological ID, and ideological placement of their candidate. Results demonstrate that candidate preference has a strong effect on less salient attitudes.