Voters’ evaluation of (contra-)prototypical political candidates. An experimental test of the interaction of candidate gender and policy positions cues in Flanders (Belgium)

Following social psychological models of impression formation, information about candidates' policy positions shapes voters' impressions of their personal qualities (Rahn et al., 1990). This paper presents an experimental test of the impact of the inclusion of information about candidates' policy positions on the prevalence of issue competence stereotypes in Flanders (Belgium), i.e. the idea that male and female candidates have different areas of issue competence. Respondents are found to primarily base their evaluation of the presented candidates on the policy positions presented by the candidate and the extent to which they agree with the presented policy positions. It can therefore be concluded that the inclusion of information about candidates' policy positions trumps the effects of candidate gender on voters’ preferences. This decreased stereotype reliance is potentially beneficial for female candidates because it also decreases the chances of a voter bias.     

The role of political parties: An analysis based on transaction costs

This paper explores the proposition that political parties reduce the ‘transaction costs’ of electoral participation. Political parties provide a low cost signal of a candidate's policies and personal characteristics and, in this way, reduce voters' information costs. With reference to ‘transaction cost economics’, political parties offer an ‘implicit contract’ between voters and politicians and thereby reduce the scope for opportunism by politicians. This impact on transaction costs is important in any evaluation of public policy towards political parties.     

Smoke screen: A theoretical framework

We develop a theory of smoke screening (ambiguity) as a means of maximizing political support when the voters' evaluation of a candidate depends on the quality of information they receive, on their ability to obtain and process relevant information and finally on the candidate's popularity (goodness of reputation). We show that the more favorable a candidate's standing relative to his competence the greater the incentive to milk good reputation by generating smoke screens; and that the more “savvy” (educated, knowledgeable, involved etc.) the public the lower the amount of smoke screening activities undertaken.     

Female leaders and citizens' perceptions of political parties

ABSTRACT

Do female leaders affect voters' perceptions of political parties' placement on the left-right spectrum? Using public opinion data on 269 parties in 35 countries between 1976 and 2016, I show that female-led parties are perceived as more moderate than male-led organizations, even when accounting for voters' prior beliefs about the party and the organization's stated policy positions. I then demonstrate that these results cannot be explained by the policy platforms authored by male- and female-led parties. The electoral manifestos produced by female-headed organizations are neither more left- leaning nor more moderate than those authored under male leaders. Together, these results provide important insights concerning citizens' (mis)perceptions of parties' ideological positions, party leaders' effects on voters behavior, the importance of gender stereotypes in politics, and the policy consequences of women's increased access to power.     

A neo-Downsian model of group-oriented voting and racial backlash

We extend the standard Downsian framework to suppose that voters consider the identity of each candidate's supporters when deciding whom to support, rather than considering only the announced policy positions of the candidates. In particular we posit the existence of a class of voters whose support for a candidate reduces support by some other voters for that candidate. Our most important result concerns the conditions under which the addition to the electorate of new voters on one side of the policy spectrum shifts the equilibrium toward the opposite direction. The model can explain why enfranchisement of blacks did not immediately help the election of liberal candidates.     

Estimating parties' left-right positions: Determinants of voters' perceptions' proximity to party ideology

The article aims to explore whether the accuracy of voters' perceptions of party ideology are affected by party position shifts and by the media's turn to non-left-right issues, such as political leadership, during election campaigns. Using data from the Comparative Study of Electoral Systems (CSES) and a country-specific left-right index based on data by the Comparative Manifestos Project (CMP), multilevel analyses reveal that emphasizing leadership issues can lead voters to reflect left-right positions more accurately. A party's left-right position shift between elections does not lead to a significant difference in voters' perceptions, while a shift on the economic sub-dimension of left-right ideology can even lead voters to more position clarity. However, multiple parties' shifting their positions seems to overburden respondents' cognitive capacity.     

Self-Referencing and Political Candidate Brands: A Congruency Perspective

Although political and marketing analysts commonly describe political candidates as brands, the conceptualization of political candidates as brands within academic research and popular culture is uncommon. This paper presents empirical evidence in support of viewing candidates as such. Using data from a nationwide study that measures the self concept of Mexican voters and their perceived images of the presidential candidates in Mexico's 2006 election, the paper demonstrates that voters see themselves and each candidate as a distinct brand. Furthermore, this view of a voter's self-brand influences his or her perception of a political candidate's brand image. The academic and managerial implications of these findings are discussed.     

Going Maverick: How Candidates Can Use Agenda-Setting to Influence Citizen Motivations and Offset Unpopular Issue Positions

Holding an unpopular position on an issue important to voters can endanger a candidate??s electoral success. What is the candidate??s best agenda-setting strategy? To focus on other issue positions congruent with the same ideological stereotype, shoring up support among like-minded voters? Or to ??go maverick?? by discussing some issues that signal liberal positions and some that signal conservative positions? Existing voting models suggest the answer depends on voter preferences, since going maverick should have symmetric effects??support among voters who agree with the candidate??s positions will decrease, proportionally, as support increases among voters who disagree. We argue, however, that stereotype incongruence prompts these voters to process information differently, yielding asymmetric effects. We test our expectations experimentally, using a fictional candidate webpage to show how the benefits of going maverick can outweigh the costs.     

Voter reactions to candidate background characteristics depend on candidate policy positions

Do personal background characteristics of a political candidate affect voter evaluations when voters also know the candidate's policy position? Several studies have shown that voters infer personal traits and policy positions from candidate characteristics such as gender, family background and occupation. However, in most elections, voters do not evaluate candidates absent of any policy information. We investigate whether the influence of personal background characteristics vanishes when policy information regarding a candidate is available to the voters. Using a survey experiment, we confirm that voters infer both personal traits and policy positions from the background characteristics of a candidate, and we furthermore show that explicit information on policy positions moderates the relationship between background characteristics and candidate evaluations. However, policy information does not simply crowd out the effects of candidate background characteristics. Instead, policy information can change the valence of background characteristics, turning otherwise disadvantageous characteristics into an electoral advantage.     

The role of the political context in voting indecision

A substantive portion of the electorate declares in pre-electoral surveys that they are undecided. However, little has been done in trying to understand who these voters are and how they finally decide their vote. In this article, we try to advance the literature by disentangling the circumstances under which voters are more likely to be undecided. While the traditional approach to the study of electoral indecision has been to characterize which individual traits make voters more likely to be undecided, this article provides consistent evidence showing that key elements of the political context may also affect electoral indecision. Using long-term harmonized data from Spanish pre-electoral surveys over 30 years, we find that voting indecision is influenced by two different types of contextual factors. First, there are some political contexts that reduce voters' cognitive costs when deciding their vote, i.e. the level of electoral competitiveness and the number of parties competing in the elections. Second, there are other political contexts that increase voters' social or expressive costs, i.e. the level of government popularity, since costs of expressing preference for the party in government increases when its public image is undermined.     

Testing a Predictive Model of Voter Behavior on the 2000 U.S. Presidential Election

Abstract

Utilizing a predictive model of voter behavior, this study identified the motivations behind a sample of voters who cast a ballot for George W. Bush and AI Gore in the 2000 presidential campaign. The motivations of the voters were differentiated on the basis of the “value” they sought in a president. In other words, just as companies in the “commercial marketplace” have to create value to attract customers, so does a candidate in the “political marketplace” who is seeking to carve out a niche for himself that separates him from his competition. Pairwise discriminant analysis is used to identify the motivations behind the choice behavior of voters at both the candidate and party level. The results reveal the complimentary roles that the political party and each candidate's campaign organization played in their respective marketing strategies.     

Testing Islam's Political Advantage: Evidence from Indonesia

Across the Muslim world, Islamic political parties and social organizations have capitalized upon economic grievances to win votes and popular support. But existing research has been unable to disentangle the role of Islamic party ideology from programmatic economic appeals and social services in explaining these parties' popular support. We argue that Islamic party platforms function as informational shortcuts to Muslim voters, and only confer a political advantage when voters are uncertain about parties' economic policies. Using a series of experiments embedded in an original nationwide survey in Indonesia, we find that Islamic parties are systematically more popular than otherwise identical non‐Islamic parties only under cases of economic policy uncertainty. When respondents know economic policy platforms, Islamic parties never have an advantage over non‐Islamic parties. Our findings demonstrate that Islam's political advantage is real, but critically circumscribed by parties' economic platforms and voters' knowledge of them.     

The Moderating Effect of Debates on Political Attitudes

In theory, candidate debates can influence voters by providing information about candidates' quality and policy positions. However, there is limited evidence about whether and why debates influence voters in new democracies. We use a field experiment on parliamentary debates during Ghana's 2016 elections to show that debates improve voters' evaluations of candidates. Debates have the strongest effect on partisan voters, who become more favorable toward and more likely to vote for opponent-party candidates and less likely to vote for co-partisans. Experimental and unique observational data capturing participants' second-by-second reactions to the debates show that policy information was the most important causal mechanism driving partisan moderation, especially among strong partisans. A follow-up survey shows that these effects persist in electorally competitive communities, whereas they dissipate in party strongholds. Policy-centered debates have the potential to reduce partisan polarization in new democracies, but the local political context conditions the persistence of these effects.     

Government accountability and voting choice in Italy, 1990–2008

Between 1996 and 2008 Italy has experienced four government alternations in as many consecutive elections. It could be argued that after the dramatic party change that occurred in the early 90s the Italian system is in a state of constant flux and voters appear rather bewildered. This paper presents an opposite argument, showing that voters' choice reflects the greater importance of valence politics – performance, the economy – acting as a cue to voting behaviour, interacting with a long-term political predisposition. In turn, this promotes parties' responsiveness and accountability since the overall performance of a government – even of a coalition government – appears as a goal to be shared by all partners, under the threat of defeat for all. The analysis is carried out employing the Italian National Elections Studies series.     

Political brand experience and voting intention: Is there a relation?

The current study reveals that Indian voters' political brand experiences positively influence their engagement and trust in a political party. Voters' addiction to political parties mediates the relationship between their party engagement and voting intentions. Thus, political marketers should increase voters' party brand addiction for proper conversion of party engagement in the ballot box. Although voters' political brand trust directly influences their voting intentions, interestingly, their political brand addictions indirectly influence the relationship between brand trust and voting intentions. The findings advocate that political marketers should ensure positive political party experiences to ensure voters' engagement with the party. Positive party experiences increase voters' trust in the party further. Another critical input for political marketers is the role of political brand addiction, which the study findings corroborate. Political brand addiction develops a set of loyal voters for a party and guarantees those voters' support for the party.     

The Voters' Curses: Why We Need Goldilocks Voters

Scholars have long deplored voters' lack of interest in politics and argued in favor of greater political engagement. We present a formal theory of elections where successful communication of campaign messages requires both effort by candidates and attention from voters. Voters' interest in politics affects their attention and impacts the effectiveness of the electoral process as a screening and disciplining device. In line with existing theories, there exists a curse of the uninterested voter: When voters have little interest in politics, the electoral process performs poorly, and voters' attention to politics is low. Surprisingly, we uncover a curse of the interested voter, by which the same happens when voters have a strong interest in politics. Our results highlight the importance of distinguishing between voters' interest and attention, two notions often conflated in empirical studies. Moreover, policy interventions aimed at subsidizing the cost of acquiring political information can have unintended consequences.     

Electoral Choice

ABSTRACT

The study examines the electoral psychology of voters, focusing on voters' locus of control, perceived risk, voter decision involvement and electoral control and positive affect as determinants of political satisfaction and voting stability in elections. The results indicated that locus of control influences voters' perceived risk and feelings of electoral control in elections. Further, locus of control and perceived risk influence voter decision involvement, which in turn influences perceived electoral control. Also, voter decision involvement and positive affect influence satisfaction. These, in turn, influence the propensity to vote for the same candidate or party over time (stability of voting behavior).