Explaining Contextual Effects on Vote Choice

How are individual voters influenced by their social surroundings? Though numerous studies establish that voting behavior can be influenced by the social context, we lack a full understanding of how the actions of individual voters can be influenced by the composition of their social environment. In this paper, I develop and test a micro-level model of the operation of contextual influences on political behavior. The model specifies the effects of both personal contact and individual perception of the partisan nature of the local environment. The data show little support for personal contact as a mechanism of contextual influence, but reveal that perception of partisan dominance markedly enhances the impact of partisan identification on vote choice.